Cloud Cult – “When You Reach the End”

The new music video from Cloud Cult was made by artist Annabelle Popa. It features sped up footage of handwritten lyrics and accompanying drawings — with band leader Craig Minowa faded into the background.

Cloud Cult is touring in support of its new album Metamorphosis and performs in Duluth on April 20 at the NorShor Theatre as part of the Mental Health Action Concert.

Promotional materials for the video include these words from Minowa:

We’re living in a time of unprecedented challenges to us as individuals and to the planet as a whole. So this is a song about slapping ourselves awake and cutting off the calloused exterior shells of cynicism that so many of us are developing. It’s about forecasting how you honestly think you’ll look back at your life when it’s all said and done if you keep living the way you are right now and recognizing that at any given moment, you have the power to change your trajectory and become a co-creator in a better reality for yourself and everyone else.

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