Boston rock stalwarts The Sheila Divine are back with a visual that is as thought-provoking as it is unsettling. Ahead of their highly anticipated album The Middle Ages (releasing May 22), the band has unveiled the music video for their lead single, “Hurry Up.”

Directed by guitarist Will Claflin, the video places the band inside a surreal, dystopian game show—a golden-hued, retro parody where the stakes are far higher than a new car or a tropical vacation.

In this twisted version of reality, they race through a game aptly titled “Hurry Up.” The prizes on the line are the very things that make life worth living: debt relief, family, time, and a home. But the game carries a heavy price, as in this world, losses are permanent.

It’s situated at an odd nexus between contemporary satire and psychological horror featuring an enigmatic host (played by Gwyn Parylak) who takes the role as a charismatic emcee while simultaneously being an “angel of death.” As the band noted on Instagram, the vibe is a deliberate cocktail of dark humour for dark times:

“We wanted to make something that made you laugh, made you uncomfortable, and made you think. Hunger Games meets Squid Game meets Running Man.”

The video serves as a visceral metaphor for the single’s urgent lyrics. When frontman Aaron Perrino sings, “So hurry up change me / hurry up change this world / hurry up change these times are dark for sure,” the frantic energy of the game show reflects that desperate need for a shift in reality. It captures the modern anxiety of racing against the clock for basic human necessities, highlighting a world where the audience is never quite sure whether to laugh or feel uneasy.

The collaborative effort behind the lens features cinematography by Quinten Brogan, with band members James Brockett and John “Graz” Graziano contributing to the production and appearing on screen.

The release of “Hurry Up” is the perfect primer for the full-length arrival of The Middle Ages on May 22. To celebrate, the band is bringing their new material and a catalogue of favourites to the stage with multimedia-heavy live performances.

If you want to catch the game in person, you can see them at these upcoming dates:

  • 5/22/26 – Allston, MA @ Brighton Music Hall
  • 5/28/26 – Brussels, BE @ Ancienne Belgique (AB)