The origins of Die! Die! Die! go back to Dunedin's Logan Park High School, where founding members Andrew Wilson and Mikey Prain formed their first band after being inspired by local noisemakers The Dead C and HDU. Their band, Carriage H, won the 2001 Smokefree Rockquest. Wilson and Prain formed Die! Die! Die! in 2003. Since then a relentless work ethic has seen them record albums and EPs in Chicago, New York and New Zealand, and tour repeatedly around the globe, alongside occasional some extended layoffs. In 2010 they became the second act to be signed by the relaunched Flying Nun label.
In the best traditions of the Beatles, U2 and Head Like a Hole, Die! Die! Die! takes to a rooftop in New York for this video made by London-based director and editor Rohan Thomas. They sing of an urban nightmare of burning roads and bridges, places to avoid and not being able to return home – but the song's title takes full responsibility. The clip was the result of a guerilla shoot with a generator in 2009 that had them moved on from a series of prospective locations until they happened on an unguarded rooftop – to the surprise of nearby office workers.
A man lies under a tree, a guitar chimes, the music grows in intensity, the song becomes an impassioned declaration of love ... and people start falling from trees. Was he a daydreamer or did he fall too? Frantic animation follows, more bodies fall - with respite only from a dancer in a Warholesque sequence. HowYe was made by the Special Problems team of Campbell Hooper and Joel Kefali (makers of notable videos for Naked and Famous, Mint Chicks and Dimmer) and shot in Cornwall Park and Pt Erin Park in Auckland. The dancer is Benny Ord (formerly of the Royal NZ Ballet).
The music video for this noisy Die! Die! Die! track is a collage classic from arts collective Trophy Wife. The animated scrapbook effect is like going on an OE without leaving your bedroom, by cutting up old Radio Times Coronation Street specials, National Geographic magazines and videos for Morrissey's band The Smiths. 'Sideways Here We Come' appeared on Die! Die! Die!'s second album Promises, Promises (2008), which was produced in New York by Shayne Carter. The album won enthusiastic reviews from The Guardian and NME.