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“Years ago a friend of mine gave me a VHS tape of the MTV show ‘120 Minutes’. It’s something I’d get him to do every so often as I was a bit obsessed with music TV at the time. On one particular tape was the video for ‘Sonne’ by Rammstein, I’d never seen them before and it blew my mind. This video is a sort of homage to that, but with an added story about the gentrification of ice cream parlours.” - Joe
“This music video is a pop promo in the grand tradition of pop promos: End of school on a Friday afternoon, Mysterious little people that live in a cassette tape, concerned parents and special FX. The song and video are both about growing up.
I’ve absolutely loved taking the opportunity to direct our own music videos. I have quite strong opinions on what music videos are for in 2019 and how they should be presented and this has been a chance for me to put my money where my mouth is!
The most impressive thing I’ve realised is how much of a group effort creating a music video is. I’ve always known it, but this time I’ve obviously worked much closer with the various characters, involved in every department. So, thank you to them.”
— Joe