The Flatliners Share Latest Music Video For “It’ll Hurt”, Latest Installment Of ‘New Ruin’ Cinematic Universe

Canadian punk-rock outfit The Flatliners released their latest album, New Ruin, in August of 2022. As part of the ongoing cinematic universe framed around the album’s songs, they’ve recently shared the video for “It’ll Hurt,” bringing back a recurring character (Ron) and telling his origin story.

On their latest video, vocalist/guitarist Chris Cresswell had this to say: “Our brand new video for “It’ll Hurt” is out now, and if you’ve been paying attention to the New Ruin cinematic universe, it features a very familiar face. Through the videos for “Performative Hours”, “Souvenir” and “Rat King,” you’ve witnessed the swift fall from grace in the once illustrious life of Mr. Ron Regal. Now see where it all began for the late-night-titan-turned-secret-identity-sporting bartender, in our origin story video for “It’ll Hurt”. Did The Flatliners unknowingly set Ron on his path of self-destruction and his eventual downfall? Only time will tell for sure.”

The video goes beyond simply having the track play alongside as the video unfolds, with moments of an interview done by the (now kind of) infamous Ron overlaying the track to bring his story fully to life. Viewers see him evolve from a nervous interviewer, hyping himself in front of the band, into what you might call an overly involved part of the interview. It’s a fun video, making lighthearted jabs at celebrity culture and perceived industry lifestyle – and for those who may not have heard “It’ll Hurt” upon its release last summer, its a great track outside of the music video as well.

To answer the earlier question of whether the band doomed Ron or not, Cresswell reveals that “…The answer is absolutely yes. It was all our fault. Sorry Ron…” Oops.