Grooms recently released sixth album Exit Index (Western Vinyl), and now the group has shared a special video treatment for “Softer Now.” Directed by Edmond Hawkins (SNL), the clip follows a man with a rather unappealing mask as he gets unwanted attention from hundreds of strangers. Says Grooms of the clip, “Edmond, after listening to the song but not knowing what it was about, had this idea of someone being messed with by crowds of people, but you don’t know why. Or at least, he didn’t tell us. The vague menace of that worked really well with the song and the album in general, really. He made the mask himself.” Check it out now.
