Reduction in Force

The Videos

World Full of Echoes

Teaser Video

RiF’s Fourth Single - World Full of Echoes - 11/6
Make Sure You’re Alive, When All Is Contrived.

We Run Lyric Video

We Run is about remembering that your hopes and dreams are always with you.

So lace up your favorite running shoes, crank up this nostalgo-modern alterno rock banger, run your heart out and let your hopes and dreams propel you down the track. 

And run . . . And run . . .  And run . . .

What’s Next? Official Video

Mills makes a stuffed rat (his name is Norman - a dear childhood relic) the protagonist of the “What’s Next?” video and sets the little quadruped upon the big world.

What this underdog achieves over 3 minutes is nothing less than confronting, transcending, and incorporating a fortress made out of memories into his new life. Read More At Music-News.

What’s Next? Lyric Video

A song about reinvention and all that goes with it - change, identity, and the unknown.

This lyric video weaves together vintage archival (pd) footage and personal concert moments, building toward a climactic finale that brings the journey full circle.

No ID Lyric Video

No ID is a refusal. A refusal to be summed up, classified, trapped in an acronym, a box, a posture. No ID is not a rejection of identity, but a leveling out. A way of saying: I am all of this at once, and none of what you project. It’s the sound of a plural being no longer afraid to slip free of definitions. EXTRAVAFRENCH

short form content

the signal sent into the wasteland

Let’s face it, social media is a barren unforgiving wasteland. That’s the nice version. It was meant to connect and it succeeded at doing everything but. Those who defend it are those that have worked around it, gamed it or haven’t checked their account in the past 5 years.

Concepts and content by Reduction in Force.

Executed by our Social Media Manager - Tyler Mills. Yes, his own father sent him behind enemy lines. He’s the only one I could trust.

Well, not the only one. I also have a secret weapon, Elisse Woods (née Mills), who is available via the Bat Phone (that’s not trademarked, right?) to drop social media marketing knowledge so lethal it cannot be condensed down into pill form.

TRANSMISSION: Social Media Intercepts

{sent from behind enemy lines}

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  • Posts don’t automatically go to your connections/followers/friends.

  • All posts are “pre-tested” by the algo to keep you safe from ‘their’ content.

  • The first 10% ‘test audience’ gates social media success.

  • Engagement - a very long three letter word for hyperactivity. Compel someone to jump and move to Round 2.

  • Why?! You stay on the platform longer.

  • Why else?! Otherwise, why pay to “BOOST” your content?

  • Why else else?! We need real estate for all of those BOOSTED posts don’t we?

  • Bitter? Meh. Proof that ‘connection’ and ‘engagement’ are two very different things. And we’re choosing the wrong one,

  • MORE TRANSMISSIONS FROM THE FIELD TO COME . . .