Have you heard about The Ongoing Concept? Formed in 2010, this four-piece rock band have been garnering a lot of attention for Handmade, their upcoming album release on Solid State Records. Part of the reason for that attention is the band’s unique approach to creating their album, which found them building every instrument used from scratch, and part of it has to do with the fact there are very few bands playing the kind of hard-hitting and emotionally-driven music the band delivers.

Today, May 22, The Ongoing Concept took their DIY approach one step further by releasing their video for “Unwanted,” which marks the first time most people will have heard anything off the band’s upcoming album. It’s a crazy infectious track, which swings from hard rock juggernaut to hook-heavy Warped Tour fodder and back again with seamless transitions, and the video is equally compelling. Using only their own camera skills, as well as a room full of mirrors, the band set to create the visuals for “Unwanted” entirely by themselves. The results are eye-popping to say the least, with quick cuts and sizzling performance footage leading the way, all while each member takes a turn holding the camera. You can view the video below.

Now I’ve heard a good number of unique approaches to albums from bands that have largely flown under the radar, and I’ll be the first to admit that most of those special projects end up have better design or promotion than music. Having already heard The Ongoing Concept’s new record, in full, I can say without a shadow of doubt in my mind that this band is the exception. Somehow, between cutting down trees and learning to edit together video footage, The Ongoing Concept have managed to find new ground in the well-traversed arena of hard rock. There are anthemic jams that feel built for stadiums, as well as tracks with lyrics sure to pierce a hole in even the coldest of hearts. If there was ever a band that could signal a second coming for the popularity of Solid State Records in an age where Underoath is nowhere to be found, The Ongoing Concept are that band. They are the future of alternative rock, and I, for one, welcome their reign with open arms.

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James Shotwell

James Shotwell is the founder of Under The Gun Review. He loves writing about music and movies almost as much as he loves his two fat cats. He's also the co-founder of Antique Records and the Marketing Coordinator for Haulix. You should probably follow him on Twitter.

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