Supporting the release of their forthcoming album III, The Lumineers have released a music video for the album’s lead single, “Gloria.”
The video, directed by Kevin Phillips, tells the personal tale of an alcoholic mother and the stress her addiction puts on her family. Between her being rushed to the hospital and the breakdown of Gloria’s marriage, the video establishes the harmful side of addiction and the pain, suffering and possible death it can bring to surrounding loved ones.
The song and video also act as a personal testament from The Lumineers’ lead vocalist Wesley Schultz.
“Gloria is an addict. Her character was inspired by a member of my family, and no amount of love or resources could save her,” Schultz said in a statement. “She’s now been homeless for over a year. Loving an addict is like standing among the crashing waves, trying to bend the will of the sea.”
“Gloria” is featured on the first of three chapters within the decade-spanning narrative of III. With an intent to also cinematically relay the narrative of the album, The Lumineers plan to release videos for every song on the album. Videos for chapter one’s “Donna” and “Life In The City” will be released over the next two days, while the rest of the videos will be released with their accompanying chapters.
Check out the video for The Lumineers’ “Gloria” below and watch a 2012 Lumineers performance from the Paste archives further down.