London-based noise pop/rock band Bromide released a split 7” single with Manchester-located act Easter via Scratchy Records (and distro by Cargo) on January 31st. Bromide contributed their track “I’ll Never Learn,” which comes off their album I Woke Up.

Both bands have a love for American indie rock from the ’90s; think Dinosaur, Jr., The Replacements, and Big Star for Bromide. “I’ll Never Learn” has gotten much love from British radio shows/stations including Gideon Coe’s BBC6 music show and the UKNY show on WFUV.

Bromide are now releasing the accompanying video for “I’ll Never Learn” and Big Takeover is pleased to be hosting its premiere. The track itself is a cool hybrid of ’90s indie pop (with gently wistful vocals) and ’90s angular guitar-driven rock.

The animated video matches the regretful lyrics that speak of never learning from one’s mistakes, but stumbling head-long into the same traps and scenarios. Some of the rough-sketch drawings strike a sad chord in today’s world, like the images that depicting two characters fighting.

Others will elicit a wry chuckle of “been-there, done that,” like the skateboarding mishaps (well, if you skateboard!) and thinking you can fly and trying to leap off buildings and falling to the ground like a stone (well, if you were a reckless, adventurous kid with no sense to know you’re not a bird!).

Bromide frontman and Scratchy Records owner Simon Berridge details how the video was created, explaining, “The story behind the vid is that me and my friend Jay Fisher aka ‘Apple Rabbits’ went to see fab new London band Big Joanie at Moth Club in January. Jay does all the videos for his Apple Rabbits music and while we were at the gig I asked him if he could do a quick lo-fi vid for our new single. “Sure,” he said and shot some footage of me and Tongue Master label bloke Theo at the bar, “I’ll send it over tomorrow!”

“Tomorrow came and Jay emailed, saying he’d started to animate some of the footage. “It might take another day or so..” Then he started to really get into the whole animation thing and I got messages saying things like “There are 24 frames a second” and “Walt Disney.” Finally Jay sent the finished thing middle of March. It’s full of fights, shirt-pulling, hapless skateboarders, and dangerous dancing laydeez.. a smorgasbord of ‘I’ll never learn’ situations. I reckon it was worth the wait!”

“I’ll Never Learn” on Spotify

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