Greetings dearest gentle readers and music enthusiasts, let’s welcome back the Atlanta group called Winchester 7 and the runners. The group released a video of their latest project “Sell the Apocalypse” on 18th December, let’s talk more about it

The song opens with bright and colorful instruments that are very captivating. The video on the other hand opens with a gentleman watching tv

The next shot is of a woman who looks good at first but begins to deteriorate. The shot moves on to a man and then moves on to the famous Hollywood sign in Los Angeles, but it is no longer beautiful, it also deteriorates. The video moves on to LA which is also looking bad and deserted. The song is talking about losing time and losing our environment, then we move on to a blood moon, a party, and a rose in the middle of a field. The video then shows men lying in a hospital then a skeleton playing the trumpet and a man screaming then the Same man who had money thrown at him. Then the video shows the core of the song, preparing for an apocalypse, it shows bunkers and survival kits, a man geared up waking, and finally the blood moon again. Reminding us of how no one knows tomorrow

For this one, the artist used MidJourney’s text-based picture generation to create the visuals, and RunwayML was used to animate the images. For the final one, I utilized Adobe Firefly, but I discovered that MidJourney had a more lenient ethics guideline, which allowed it to create its riot and earthquake sequences. Yes, both we and the artist still find the absurdity of AI imperfection hilarious.

The video tries to show viewers what an apocalypse will look like. The images might not be cohesive and random but it still gives viewers a version of what the song is about. Winchester 7 and the runners have done it again. We are so ready for their magic

Stream “Sell The Apocalypse” on Spotify

Follow Winchester 7 & the Runners here and on their socials; Twitter, Facebook, Instagram, Bandcamp, YouTube