Noapology released the video for "Test Me Now", the second single from their forthcoming album, and it passed a hundred thousand views on YouTube inside twenty-four hours.
The number is worth reading alongside how the video was made. Vocalist Daria Zaritskaya and guitarist and producer Sergey Sershen created the whole thing in-house: the shoot, the edit, the colour grade and the visual effects. No production company took a fee and no label signed off on a treatment.
That combination is the part worth noticing. A hundred thousand views in a day is a figure a label would normally point to as evidence its marketing spend worked. Here there was no spend to point at, which either says something about the song or something about how little of that spend was ever doing the work.
The band are Ukrainian-born and based in Europe, and describe what they do as cinematic modern metal: alternative metal weight, controlled grooves, electronic layers, and Zaritskaya's vocal carrying the hooks.
Source: BraveWords