An iPhone alarm titled “BABES, THERAPY” signals the start of the song and video for Purple Hurt’s return single, TRIGGER WARNING. Like the alarm, the song serves as a reminder to look inside and heal as a means of surviving within the chaotic world around us.
I first met Purple Hurt in 2019, when we hunkered down in what could best be described as the upper level of a large garage, DC’s former DIY oasis, Dwell. Part live music venue, yoga studio, rooftop garden, pool hall, event space, home (to some), and to us, studio. Along with engineer Mike Weitman, we hit some early call times to get in and setup our makeshift recording setup, and crafted the Purple Hurt debut album, Postcards from the Sun.
The then four-piece band has simmered down to the duo of vocalist/lyricist Sednah and producer/engineer/drummer/all-the-rest Z, both relocating to New York City and delivering this knockout return single in TRIGGER WARNING. On their discography, the band says, “While Postcards From The Sun was a message from future selves past, TRIGGER WARNING is a call to be present with grief, shame, anger, and depression in the midst of being nearly 3 years into a pandemic.”
I’ve always known Sednah to be an incredibly dynamic vocalist, twisting and contorting their vocals to fit whatever the song at hand requires, and this one is no exception. Sure, they can scream with the best of them, but it’s moments where they belt and then immediately pull back into something softer that make you really appreciate what they’re doing. Take the end of the first chorus when they yell, “tell me how you really feel when you ask yourself,” immediately followed by the soft plea, “cause I might need some help.”
Behind it all, Z maestros the pace of the track from the kit, controlling the instrumental like a puppet master. The thunderous rage induced explosion of a chorus is balanced by a more hypnotic and psychedelic spin on the verses. The transitions between the two almost evoke the sudden rush of a panic attack when an unexpectedly triggering situation arises. Though instead of causing a panic, the song will give you more of a cathartic release that will have you head banging like your hair is as long as Z’s. Today, ahead of the official release, we have the premiere of TRIGGER WARNING’s music video exclusively on Death By Algorithm!
Directed and edited by Anselmo Delano Jonas II, the video captures that hectic, manic, ‘I’m about to panic’ energy by cutting constantly between bedrooms, apartments, studio sets, and a live show (keep your eyes peeled during the outdoor scenes and you might spot singer Alicia Drayton making a cameo as an extra). The aerial shots centering Sednah in a cluttered bedroom say the most to me: “don’t forget to focus on yourself even when surrounded by mess.”
Armed with a comb as a microphone and what looks to be about two thirds of Z’s drum kit, the band nonetheless blasts through the song with an urgency and energy like they were headlining Wembley Stadium. Watching Purple Hurt at work exemplifies how music is really art. The song and video feel almost as much performance art as they are music. Their work is made to invoke a feeling, and there’s no right or wrong answer to what that feeling is, as long as you feel something.
To me, TRIGGER WARNING is a reminder that life is tough and things out of your control are going to trigger you. Do what you need to outlet that rage, be it screaming, eyebrow bleaching, body thrashing, etc. Then keep move forward.
Thanks to my friends in Purple Hurt for allowing me to deliver their art into the world! Check out their catalog wherever music is streamed, and keep up with them on Instagram.
'TRIGGER WARNING' Video Premiere