Industrial noise pop trio Tayne has released its electrifying new single/video, "In This Trend", which masterfully blends post-punk and industrial elements, creating a powerful dancefloor anthem. Prepare to be captivated by a sound that pushes boundaries and ignites the night.

Matthew Sutton (vocals/bass) explains: "With a post-punk ethos in mind, we wanted this song to feel like every payoff was another massive climb. The chorus is almost an anti-chorus; it's angular and grinding. This song is a nauseating comparison to having an out-of-body experience watching yourself on a never-ending loop, feeling hopeless and sick. So self-deprecating and always pushing that self-destruct button".

"In This Trend" is the second video in a trilogy leading the visual narrative throughout the music directed by Leif Johnson, a London-based video collective NEWD's member.

Sutton adds: "The artwork and music videos leaned into telling a story based on my own father's conflicts with love. My dad, being a family man, married with kids and then realising he was gay, coming out, navigating those tribulations and transforming his life and finding love and acceptance again. The 3 acts of the story were broken into each individual video. The Conflict, The Transformation & The Acceptance/Celebration. 'In This Trend - 'The Transformation' - Act 2 is a literal and philosophical transformation. Understanding the conflicts in his life and love, my dad made tough decisions to drastically change aspects of it. Being honest and true to himself as well as others carried so much weight and I'm sure it was painful for everyone involved. These necessary steps, although damaging to a life he had,  were addressing those conflicts going forward and I think it's a massive inspiration of just being honest, looking in that mirror and seeing what's staring back at you".
 
"In This Trend" showcases the dynamic partnership between Tayne and longtime collaborator Wayne Adams, known for his work with Green Lung and Pet Brick. This track is just one of many exciting collaborations Tayne has embarked on, joining forces with a diverse array of artists includingJesu, Cage Fight, Mastiff, Katie Kim and Poisonous Birds.

Tayne has also recently been announced for ArcTanGent Festival, the most popular British summer festival for math rock, post-rock, progressive metal and experimental music alongside Rolo Tomassi, The Melvins, Between The Buried And Me, The Fall Of Troy, and more.

Tayne's previously released single/video, "Down", is HERE. Link