Gavin Rossdale Rewinds to His Youth in New Bush Music Video That Explores Obsession with Aging (Exclusive)

In the age of botox and plastic surgery, how far is it also far when it comes to maintaining a (youthful) appearance?

That’s the question Bush seems to be asking in the beautifully bloody music video for their new single “Nowhere to Go but Everywhere,” which PEOPLE is exclusively premiering.

“Everything has its price. In trying to live forever and hold on to yesterday, we’ve seen how you can go too far and people end up distorting themselves,” says singer Gavin Rossdale. “It’s hard to understand why doctors destroy people’s faces with great exaggerations, fillers and all. It’s as if they capture people’s vulnerability and together doctor and patient say more, more, more.”

The British rocker, 57, and his bandmates take that concept to its limits in the music video, which opens with Rossdale going to a secret “aging facility.”

Although warned to be careful as he enters, Rossdale confidently tells the mysterious staff (including David Yow, lead singer of The Jesus Lizard in a fun episode) that he doesn’t want to turn back the clock not 10 years, not 20 years, but 30 years.

Gavin Rossdale smiles with Mini-Me son Apollo, 9, in cute selfie: ‘Home with my bestie’

Gavin Rossdale in the “Nowhere to Go But Everywhere” music video.

Round Hill Records

Soon, the musician is performing with his band (guitarist Chris Traynor, bassist Corey Britz, and drummer Nik Hughes) as a fresh-faced 27-year-old — but his new look doesn’t last long, as he soon begins to bleed profusely, and doesn’t stop until his youthful new face is a bloody mess.

The video ends a little strangely, as the scientists behind the experiment run off with a bag of Rossdale’s money, and the musician cleans the bloody knife in the ocean before staggering off.

“Maybe I’m taking revenge on the doctor. Who knows what’s in that bag? Whose blood is on the knife? Maybe I got my money back,” he thinks. “Maybe I’m like the superhero in the video — the creepy anti-hero. Viewers can and should take away their own meanings.”

Rossdale says he “really enjoyed” writing the new single and that the lyrics were inspired by his three best friends alive.

Bush’s Gavin Rossdale at the 2022 American Music Awards.

Amy Sussman/Getty

Gwen Stefani’s son Kingston Rossdale, 17, performs at Blake Shelton’s bar in Oklahoma

“I ended up writing about my friends and the years we spent together… We’re all in a group chat. We have been friends since we were teenagers,” he says. “Even when I was writing songs, we talked a little, so I was surprised that in the end I wrote a song about us and our time.”

The rocker says that some of the song’s lines in particular (like the line “I was so much younger then/Thought life never end”) are appropriate for any audience, since the passage of time is a universal experience.

“It’s a loss of innocence that we’ve all felt,” he says. “We live in a red-lighted world addicted to anti-social media. We all want to live forever.”

And while Rossdale admits that watching himself age is certainly “difficult,” he points to a paraphrased David Bowie quote that best sums up his thoughts: “‘The thing about getting older is that you become the person you were meant to be all along,'” he says. “Genius. AND [that] it feels true.”

“Nowhere to Go But Everywhere” will be featured on Bush’s upcoming greatest hits record Greatest hits 1994-2023 loaded (releases November 10).

The collection marks the first greatest hits LP from the “Glycerine” rockers, and includes seven No. 1 singles and a cover of The Beatles’ “Come Together.”

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Source: HIS Education