Bully have shared the video for new single ‘Every Tradition’, the latest single to be taken from new album ‘SUGAREGG’ (released on 21 August through Sub Pop). The video was co-directed by Alicia Bognanno with Alan Del Rio Ortiz: ‘After we tested out this method (me shooting alone at my house and sending the footage to Alan to edit and put everything together) with ‘Where to Start’ I liked it so much I wanted to do it again and trusted Alan to turn my mess into a well put together music video. Surprisingly I was a lot more comfortable on my own as opposed to having a crew of people there like there has been for past music videos. I also have a newfound appreciation for any cinematographer because god damn it’s a lot of work.’
Alicia describes the song as one of the most literal on the new record and it finds her in defiant mood as she declares ‘I think unknowing you is the hardest thing I ever had to do’. Focusing on the unfair societal pressures women are put under (‘It’s like pressure to have a baby when I don’t want one in my body. You say my mind is gonna change one day, but I felt this way forever. Some things stay the same’; ‘You beat yourself up wondering why I won’t take a vow. I don’t even wanna try. And you say my mind will change one day. But right now feels like I’m okay’) amidst zesty power pop chords and fervent drumming.