Lyrically, the track sees Valley sarcastically approaching modern-day materialism and ticking off the boxes of party-centric subject material to include in a hit song. Ironically, however, it just might be the band’s most pop-oriented and infectious song yet. Directed by Oliver Whitfield-Smith, the members of Valley find themselves wondering if the disputes with executives, daring paparazzi escapes, and unending schedule commitments are all worth it. 

We checked in with Valley’s two lead vocalists, Rob Laska and Karah James, to discuss the loaded concepts behind the song/video and learn about plans for their next album and tour. 

What was the driving creative vision behind the video concept for “SOCIETY”?  

There’s this video by the band Sum 41 for their song “Still Waiting” that we all remember watching when we were in grade school and it was definitely a big inspiration for the “SOCIETY” video, channeling that record label vs. band narrative and playing with it. The video really came together quite easily, which is always a good feeling. We had our label’s blessing and they actually really wanted “SOCIETY” to be the single, so the irony is real! 

Our incredible director and collaborator Oliver Whitfield-Smith sent us the treatment a few weeks before filming and we freaked out. We were really trying to channel the song lyrics and have fun with the concept, almost like an SNL skit… A lot of the lyrical imagery allowed Oliver to write in things like the TMZ clips, the money falling all over the place and the “big wig” label executive scenes played by our bassist Alex Dimauro. He really got into the role, the whole day on set he had like an Austin Powers voice and was bossing everyone around.

Both the song and its video are clearly tongue-in-cheek, with the song having one of the band’s  poppiest and most anthemic choruses yet it lyrically criticizes everything about the modern hit-making process at the same time. Are you guys secretly hoping for an incredibly ironic hit single, or would you prefer to stay out of the headlines if you had a choice?  

“SOCIETY” came from a real place of frustration. It’s a moment in time captured for us, so if our perspective happens to resonate with a lot of people then that’s a dream come true! We’ve always been obsessed with pop songs that ride the line and juxtapose themselves sonically and lyrically. While writing “SOCIETY,” we talked a lot about songs like “All Star” by Smash Mouth & “You Get What You Give” by The New Radicals — songs that, on the surface, are catchy and upbeat but if you break down the lyrics, there’s some frustration and zooming out happening. With “SOCIETY,” it was important to us that we presented a specific and serious subject in an ironic way sonically with a touch of self realization and analysis. That’s what really makes the song shine and hit us on an emotional level.