Wilson Revs Up With Emoji-Filled, 8-Bit 'Dumptruck' Premiere

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Heavy rockers Wilson took an old school, but decidedly fresh, nu metal approach to "Dumptruck" -- and, in fact, to much its upcoming third album Tasty Nasty, which comes out Aug. 24. And now it has an old school style video, premiering exclusively below, to go with the track.

Directed by Ronny Tibbs and animated by Anthony Maiuri, The "Dumptruck" clip is styled like an 8-bit video game depicting a dump truck rolling across a winding landscape, dodging obstacles and dropping oddball, emoji-style objects on its way to a castle that houses the Master Ceremony. It also features plenty psychedelic coloring and imagery in reference to frontman Chad Nicefield's exploration LSD micro-dosing that he employed to write Tasty Nasty's songs.

"When we decided we were going to make (a video), I had this crazy idea about us being in the back a dump truck against a green screen and dumping out crazy shit as we were driving," Nicefield tells Billboard. "And then we kinda took it a little further and thought, 'How can we make it even more ridiculous?'" Tibbs and Maiuri are friends the band in its native Detroit and agreed to do the "Dumptruck" video for the limited budget Wilson had available.

"They said, 'A video like that would cost thousands and thousands dollars. Whatcha got?'" Nicefield recalls. "I said, 'Not thousands and thousands dollars' but they came back and said, 'We love your idea and think it's gonna be hilarious. We're in!'" Wilson initially hoped to include images celebrities -- including Cardi B, Hulk Hogan and Pauly Shore -- as part the animated payload, but rights for those proved too expensive and legally challenging. "So our next step was, 'Let's use as many ridiculous emojis as we possibly can that would encompass our band,'" Nicefield says.

"Dumptruck," along with the album's first single, "Like A Baller," have planted a flag for the "new" Wilson heard on Tasty Nasty. After 2015's Right To Rise the quintet went through a period "self-exploration" during which it changed record labels and management, while Nicefield cleared his head during travels through Asia and the aforementioned micro-dosing. "I'm not taking a hit acid every day," Nicefield says. "I'm talking about one hit acid over the course two and a half weeks, diluted. I don't think it's for everybody, but I think if you have a problem in your life and you're trying to overcome something and you respect the drug and the process...it worked for me." It also opened Wilson and company up to the high-spirited, rowdy and gleefully prane sound that marks a distinct change in Wilson's sound and attitude.

"I grew up listening to music in the '90s with bands like the Beastie Boys and Gin Blossoms and Nirvana, moving on to bands like the Toadies and Limp Bizkit and Korn and the nu metal era," Nicefield explains. "If I hadn't listened to those bands I never would've picked up a guitar or learned to play music or be doing what I'm doing now. So this record (Tasty Nasty) and these songs have our DNA all over it. We felt like we were just being ourselves, naturally, with no pressures to do this or do that. It's who Wilson is, and we’re embracing it."

Nicefield says that so far fans are "eating it up," and the group's current 40-minute set opening for Theory a Deadman features mostly Tasty Nasty material and just a couple selections from Wilson's past. The ratio will skew even further when Tasty Nasty comes out and Wilson stays on the road to promote it. "There's going to be fly by night fans who like that aggressive version music we did and be like, 'What the f*** is this?'" Nicefield acknowledges. "But the real fans are loving it, and the people we may or may not lose in this process are the people we potentially wouldn't give a f*** about anyway. Every fan is great, but if you're not here to have a good time then we're probably not the right band for you -- and that's overwhelmingly clear on this record."