GOLD release powerful video for «Why Aren’t You Laughing?»

Cover photo by Pim Top.
Once one sees GOLD‘s new video for the title track from «Why Aren’t You Laughing?», it becomes abundantly clear why they decided to release it on International Woman’s Day. As Milena Eva told Louder., the song is a “feminist statement,” further elaborating that “being a woman is often seen as a role and as such she is portrayed as a stereotype, not least in the rock and metal scene” and that “the feminism in the video of Why Aren’t You Laughing? is all about reducing womanhood to what it is: being a woman. It’s also about emasculating types of normal behavior that are often regarded as unladylike, without caricaturing it.” The video, which we strongly urge you to watch below, was conceptualised by Milena Eva, made by Bart Kalkman with creative consultancy by Alicia Breton Ferrer and make-up courtesy of Melle Muzea.

Hard not to feel that gut punch when Eva goes into the “would it kill you to smile?” line, isn’t it?

Recall «Why Aren’t You Laughing?» is set for release through Artoffact Records on April 5 on cd, digital, and vinyl formats. Pre-orders are available here and here. It was recorded Jaime Gomez Arellano at the Orgone Studios and features artwork by Daniëlle Van Ark, which you can see at the end of this piece. First, credit must be given to everyone else featured in the video above.

Meryem Slimani
Leyla Overdulve
Erika Hirose
Monique Chornowicz
Rita Balrak
Janne Beldman
Jip Beljon
Hande Esiroğlu
Naomi van Heck
Melle Muzea
Basma Guammaz
Pleun Gremmen
Manuela Goncalves Tavares
Annette Ariese
Daanie van den IJssel
Richelle Bol
Hasret Emine
Isis Nominanda
Cruz Jewel Martina

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