Is it Rock? Is it Roll? Is it The New Loud?

I'm throwing this one out there for ya - this is a new video "Heaven" from the Milwaukee-based band The New Loud. On their MySpace page, they use the words "Bombast. Melody. Half-Electronic. All Electric" as their profile words. Sounds accurate.

"Heaven" is the new maxi-single and video from “Can’t Stop Not Knowing”, the current EP by Milwaukee-band, The New Loud. The track listing for the release features the single version of “Heaven” (MP3) mixed by Mark Trombino (Jimmy Eat World , Rilo Kiley, Drive Like Jehu) alongside remixes by dub legend Mad Professor (MP3). “Heaven” is available now digitally and as a limited edition clear vinyl 12-inch available exclusively through the band’s webstore. Shot on location throughout Milwaukee and Chicago, the video assembles a cast of fellow musicians, local actors as well as some of the band’s friends and fans. Live band footage was shot at Milwaukee’s historic Turner Hall Ballroom. Look out for The New Loud’s full-length album, Measures Melt, coming this summer."

I've watched it twice, and am not sure I like The New Loud or despise this. I sorta like the white look, the aggro guitar and the big chorus harmonies, but I'm on the fence over the arty poses of the band, the band's name, and the beeping synth. What do you think?