Watch Alice In Chains tell a gruesome tale in video for Never Fade

Alice In Chains have released a video for their new single Never Fade.

The song features on their latest studio album Rainier Fog (opens in new tab), which launched back in August via BMG.

The Adam Mason-directed video shows the band performing the track, but is also interspersed with a gruesome and violent tale – which is just what we needed to see after Halloween!

Vocalist and guitarist William DuVall says: “The Never Fade video is a continuation of The One You Know (opens in new tab). The full story will gradually be revealed. 

“For now, check out what we love to do best – play live and tell a story with our music.”

Speaking previously about the band’s follow-up to 2013's The Devil Put Dinosaurs Here, guitarist Jerry Cantrell said: “It’s a record we haven’t done yet, but it’s also a record that has all the elements of anything you would expect from us. It’s got our fingerprint. 

“We’re really proud of the material we wrote and the performances we captured. There’s some really heavy shit, some really ugly stuff, some really beautiful stuff, some weirdo trippy shit… it’s good.”

Alice In Chains are currently on tour across South America (opens in new tab).

Alice In Chains - Rainier Fog (opens in new tab)

Alice In Chains - Rainier Fog (opens in new tab)
Alice In Chains released their new album Rainier Fog back in August. It features the singles So Far Under, The One You Know and Never Fade.

Scott Munro
Louder e-commerce editor

Scott has spent more than 30 years in newspapers and magazines as an editor, production editor, sub-editor, designer, writer and reviewer. After initially joining our news desk in the summer of 2014, he moved to the e-commerce team full-time in 2020. He maintains Louder’s buyer’s guides, scouts out the best deals for music fans and reviews headphones, speakers, books and more. He's written more than 11,000 articles across Louder, Classic Rock, Metal Hammer and Prog and has previous written for publications including IGN, the Sunday Mirror, Daily Record and The Herald covering everything from daily news and weekly features, to video games, travel and whisky. Scott grew up listening to rock and prog, cutting his teeth on bands such as Marillion and Magnum before his focus shifted to alternative and post-punk in the late 80s. His favourite bands are Fields Of The Nephilim, The Cure, New Model Army, All About Eve, The Mission, Ned's Atomic Dustbin and Drab Majesty, but he also still has a deep love of Rush.