Kevin Bronson on March 10th, 2016

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Many have come to praise Edward Sharpe; now Alex Ebert has come to bury him.

Tellingly, the name of the fourth Edward Sharpe & the Magnetic Zeros album is “PersonA,” due April 15, and moreover the album cover has “Edward Sharpe And” marked out in red paint. Now comes the striking video for the single “No Love Like Yours,” directed by actress Olivia Wilde and filmed Ebert’s new home of New Orleans entirely on iPhones. In the video, Ebert does some soul-searching, wanders a forlorn stretch of Piety Street and and finally joins a funeral processional, clambering atop and then diving into the casket.

The Edward Sharpe character was derived from his boyhood alter ego (although stories of its origin vary), and clearly it has become a point of contention with the 37-year-old frontman, who does not view his performance or role in the band as inhabiting a character.

“I’ve had varying deep conversations and arguments with people like yourself,” Ebert said at the video’s premiere Wednesday night at the Edward Sharpe pop-up gallery at 114 S. La Brea, which is open through the end of April. “You are more yourself onstage than you are offstage. To give a good performance, you have to be honest, and I am never more honest than when I am onstage.

“Out here,” he added, motioning to the crowd around him, “we’re the ones with the masks on.”

“Besides,” he said, smiling and pausing a beat, “the name [of the band] is too fucking long.”

||| Watch: “No Love Like Yours”

||| Live: The schedule of events at the pop-up gallery can be found here.