Somewhere between cool video and straight-up art piece is the new video for Niagara's "ELSE," an effect-heavy affair with reportedly over twenty animators and and endless supply of creativity and ideas. While the video is amazing, it's the excellent track that leans on experimental pop with a synth focus, that really keeps the interest. Check it out above for the first time."ELSE" comes from the band's recent Don't Take It Personally LP, and more recently the forthcoming ELSE EP on April 14 (with additional tracks and remixes).