A week before the release of Moh Lhean, their first full-length studio album in five years, WHY? have shared a brand new video for album opener, ‘This Ole King’.

The band, fronted by Yoni Wolf, rarely fails to deliver interesting video-promo ideas, and their latest clip is no different. The 360º video, directed by Scott Fredette artfully combined live action footage (including a rather cosmic looking Wolf), stop motion, 2D green-screen effects and motions graphics to create the video’s choreographed look. There’s even a nice cameo from Moby Dick – the cover star of WHY?’s last album, Mumps Etc.

“The video was such an interesting process to execute as we experimented with how to use and manipulate the 360 degree frame in unique ways,” Fredette explains. “It is cool to be able to immerse yourself in somewhat grim but surreal environment in which the video takes place. We pushed that look and it’s fun to watch.”

Watch the video, below (viewing recommended via Google Chrome or YouTube app, but it’s best experienced via a VR headset… if you have one).

Moh Lhean, out March 3rd via Joyful Noise, is the follow-up to 2012’s Mumps, Etc., is the first fully home-recorded WHY? album since the project’s 2003 debut – made mostly in Yoni Wolf‘s studio and co-produced by his brother Josiah.

You can also catch the band on their UK tour this June. Full dates, below.

WHY? UK + EU TOUR 2017
31/05  Trabendo – Paris, France
02/06  Le Cooperative de Mai – Clermond-Ferrand, France
03/06  Marché Gare – Lyon, France
06/06  Hare & Hounds – Birmingham, UK
07/06  Belgrave Music Hall – Leeds, UK
08/06  CCA – Glasgow, UK
09/06  Gorilla – Manchester, UK
10/06  Thekla – Bristol, UK
12/06  The Haunt – Brighton, UK
13/06  Village Underground – London, UK

14/06  Botanique Rotonde – Brussels, Belgium
16/06  Maifeld Derby Festival – Mannheim, Germany
17/06  Festival am Hochofen – Duisburg, Germany
18/06  Ubel & Gefährlich – Hamburg, Germany
20/06  Festaal Kreuzberg – Berlin, Germany
21/06  Paradiso – Amsterdam, Netherlands