Watch Amaranthe Get Minimalized with Video for ‘Maximize’
Swedish melodic metal outfit Amaranthe have released the video for the catchy new song "Maximize," a track which has a title that contrasts sharply to its accompanying visuals that are decidedly understated according to guitarist Olof Mörck.
"'Understated' is not what you usually associate Amaranthe with," he says. "But seeing the raw emotion and personalities combined with 'Maximize,' I was convinced that we captured part of the essence of the Amaranthe live machine. Ladies and gentlemen; this is Amaranthe at its rawest and most distilled form! See you all on the road this fall, as the Maximalism world tour invades a city near you!"
The visuals for "Maximize" are a stylistically different choice from previous Amaranthe videos. This one shows a more intimate and definitively raw side of the band, letting the performance speak for itself, without any distracting effects or extras.
Shot in Helsinki by director Ville Juurikkala, who has also done clips for Bullet for My Valentine and HIM, "Maximize" demonstrates a band brimming with confidence, after having clocked nearly a thousand shows in just a few years. It also manages to add a tasteful touch of minimalism to Maximalism, Amaranthe's latest album, which is out now via Spinefarm Records. It marks the third video released from the album, following "That Song" and "Boomerang."
The video was shot before the band recruited their latest member, Nils Molin, who last month was announced as the replacement for Joacim "Jake E" Lundberg. Though he wasn't part of the band's latest material, Molin will be featured in all of the band's upcoming releases.
In other Amaranthe news, the single for "1.000.000 Lightyears" has gone gold in Sweden, while the singles "Amaranthine" and "Hunger" have gone gold in Finland. The band is also preparing to embark on European tour with Eluveitie this fall.
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