Last month, Thirty Seconds To Mars asked fans — i.e. the Echelon — to get tattoos of their lyrics for a chance to be in their new music video, “Do Or Die.” The band put out a casting call for fans to tattoo words from the track on their body. While some called the band irresponsible for the request, the Echelon still fulfilled the request.
So where, exactly, are all these tattoos?
The seven-minute clip, directed as usual by Jared Leto’s “Bartholomew Cubbins” pseudonym, is mostly a performance video. Fans from all over the world are showcased in discussing how much 30STM means to them, but except for a few seconds in the middle and end, their tattoos aren’t prominent.
Some stories are more emotional than others. The clip opens with one fan talking of how much “Do or Die” means to him, especially after his father died of a heart attack.
“Every time when I listen to this song I think about my dad and that’s why I decided to play it at his funeral,” he says.
At the video’s start, the band warns viewers that the video “may cause viewers with photo sensitive epilepsy and other similar types of conditions to potentially experience seizures. Viewer discretion is advised.”
Watch Radio.com’s comprehensive history of Thirty Seconds To Mars’ videography.