The hype around Knocked Loose has been steadily ratcheting up. In 2023, Billie Eilish moshed to them at Coachella, and Demi Lovato declared she wanted to collaborate with them. The Kentucky quintet started last year off strong, releasing singles Blinding Faith in February and Don’t Reach For Me in March. But it was April’s Suffocate, with a guest spot from genre-wrangler Poppy, that made the biggest impact. Its video, directed by Eric Richter (Better Lovers, Lorna Shore), featured the singer in a wedding dress, screaming out the songtitle before a surprise reggaeton breakdown.
“Filming this video was so much fun,” recalls frontman Bryan Garris today. “We pushed with every video to be deep and for it to have some underlying theme that kept the viewer intrigued. For this one I took a step back and said, ‘What if we just focused on cool and exciting imagery?’”
