The band’s Jason Blake reveals, "The first two albums started with soundscapes, so I intentionally wanted this one to begin differently. I like the contrast of my solo with the rest of the song. This very minimal Warr Guitar and drums section creates a sonic break that helps the song to build up to its climax. For the video, I once again worked with Micka Klauck and Jeremy Bessoff to create the visuals for the music. Micka created a unique drawing of the character from the cover. Jeremy used this art along with my story concept to produce an animation with a deeper, underlying meaning. For the band portion, we rented out an old, dilapidated department store and spent most of the night filming with Eric James Walsh in the freezing Chicago weather."
https://www.loudersound.com/news/aziola-cry-premiere-new-video-and-cowards