SHINEDOWN release their new album ‘Amaryllis‘ on the 26th of March and in anticipation oof the release, the band have revealed the official video for their killer single from the album, ‘Bully‘. The stunning video was directed by Darren Doane and you can check it out on Kerrang!’s website by clicking here.

Darren is a filmmaker and music video director from California and as well as directing music videos, he also directed two live action short film adaptations of the Malibu Comics superheroes Hardcase (a four minute music video style promo starring British kickboxer Gary Daniels) and Firearm (bit of music video / comic crossover trivia for you there!). Darren has directed videos for the likes of Blink 182, AFI, All That Remains. Deftones, Jimmy Eat World, UNDEROATH and many more bands.

The track ‘Bully‘ combines modern day ‘ripped from the headlines’ type sentiments of kids tragically committing suicide as as result of school bullying mixed with the band’s own personal experiences of dealing with bullies when they were younger. Spinning it in a positive direction, the song reveals that even though the vicious cycle continues, there’s always a way to rise up and overcome: “We don’t have to take this, back against the wall / We don’t have to take this, we can end it all”.

After ‘Bully’ was released, Myers took to his personal Facebook page to talk about the track, and the personal connection he has with it, “When you write a song with such a serious and sometimes controversial topic most feel you have to tread lightly and watch what you say. On this one we didn’t really feel like that,” admits Myers.

He talked about his own experiences with bullying in detail and then the light at the end of the tunnel. “I made it out alive,” said Myers, “Bullying in those days weren’t as bad as it has gotten now. There are kids who take their own lives because they feel there is now way out…STAND UP! If you know someone getting bullied or your kids are bullying someone ELSE, get involved! This HAS to stop!”

‘Bully’ serves as a true call to arms to anyone who’s ever been affected by bullying. While it’s not SHINEDOWN’s heaviest song to date, it still packs a punch and delivers on impact with a loud and clear message: “All you’ll ever be is the fading memory of a bully”.

You can pre-order ‘Amaryllis’ by clicking this link.