The subject of the SOG song "If It Bleeds" deals with the media and the title has a double meaning for sure. First of all the term if it bleeds has been used throughout the news industry for a long time now. In TV, radio, on the web and not to forget the old standard news paper or magazine. The term basically means... if a story contains blood, violence or any kind of tragedy then it leads news headlines.

Secondly, as some of the public are aware I was diagnosed with an incurable, inoperable brain tumor in 2005. One day while seeing my doctor I jokingly asked him "So doc... how long til I die"? With a calm wit he answered... "That depends on if it bleeds". So we really have two songs in one here.

The verses tell of both subjects I inner twined together. First, a numbed out, dumbed down, told what to do and completely programmed society. Only to be mirrored by myself from constant medications over the past ten years. In the song chorus I used the term "the feed" to describe the actual data being supplied by the media to the world. Therefore, "we call it the feed".

That's the song "If It Bleeds" in a nutshell... no physics here. "Whay do ya say"!