Lord Huron has shared a first listen and viewing of their upcoming new album Long Lost with their newest single “Mine Forever,” a woozy blending of the band’s love of folk-tinged storytelling and retro-minded aesthetics. The film, directed by Tony Wilson, splices all manner of nostalgia-laden visuals in the style of decades-old commercials; cowboys, oil-slicked rockers, folksy figures, and a terrifying mysticism layer themselves atop the gorgeous visuals. Like a rediscovered tape from a bygone era, “Mine Forever” feels like a relic from another time whose familiarity is not lost on us if only because of our pining for it.
Lord Huron has always had a knack for creating timeless and emotionally tangible worlds with their songs, honing in on the liminal spaces between our familiar lives and the terrifying unknowns we tend to numb ourselves to in the natural world. Sobering, melancholic, but always tirelessly driven by love, “Mine Forever” deals intimately with notions of love and death in the contexts of an Americana-styled mythos. There’s always something starkly original in the work of Lord Huron and their upcoming sixteen-track album looks to expand the universe they’ve created for their music quite dramatically.
The single comes off the heels of Lord Huron‘s Alive from Whispering Pines series and also accompanies their previous single “Not Dead Yet.” The series, which was a mixture of live performances by the band as well as a means of teasing the narrative that inspired the new album, introduced fans Mr. Tubbs Tarbell, a figure that was responsible for a hotline through which fans could request songs and ask questions of the band. Tarbell features heavily in the new video as well and is just one piece of the mystical world Lord Huron have crafted for their music.
Watch Lord Huron’s video for their new single “Mine Forever”