Video Premiere: Heyrocco, “Build It Up”

The tracks on Charleston, SC pop-rock band Heyrocco’s new EP Waiting On Cool may have been shaped by a year’s worth of touring in the US and UK, but the footage from the band’s new video for “Build It Up” is straight out of a Japanese action film. The matchup between the song and video is perfect; with a refrain of “Build it up till it falls over,” it’s only natural the song’s accompanying video would feature exactly that – a bunch of stuff tumbling to the ground.

Videos by American Songwriter

“Our video for Build It Up was calling for buildings falling and fiery explosions,” says the band. “Since we don’t live in LA with a big budget, we had to approach it differently. Nathan’s pen pal in Japan put on a Godzilla suit and tore down his apartment to make this video for us. Somehow within that parameter we felt there was also a statement to be made with social media obsession so we tried to tie those ideas together in a sort of end-times corollary.”

Watch the video for “Build It Up” below.

Tour Dates:
June 16 – Atlanta, GA – Smith’s Olde Bar
June 30 – Bowling Green, KY – Tidball’s
July 1 – St. Louis, MO – The Firebird
July 2 – Nashville, TN – Hi Watt
July 26 – Pittsburgh, PA – Mr. Small’s Funhouse
July 27 – New York, NY – Mercury Lounge
July 28 – Washington, DC – Gypsy Sally
July 29 – Brooklyn, NY – Alphaville
July 30 – Dayton, OH – Blind Bobs
Aug 2 – Chapel Hill, NC – Local 506
Aug 4 – Greenville, SC – Radio Room
Aug 5 – Charlotte, NC – Snug Harbor
Aug 6 – Charleston, SC – Royal America
Aug 7 – Jacksonville, FL – Jack Rabbits
Aug 8 – Mobile, AL – Merry Widow
Aug 10 – New Orleans, LA – Gasa Gasa
Aug 11 – Birmingham, AL – Syndicate Lounge
Aug 12 – Atlanta, GA – Vinyl
Aug 13 – Nashville, TN – 12th & Porter

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