Right from the start Pale Waves have sought to turn every video into a statement.
So when the Manchester band dropped their aching, ridiculously catchy track 'My Obsession' fans knew something special would follow.
Online now, the video doesn't disappoint, with singer Heather Baron-Gracie writhing around in the darkening light as the lyrics unfold.
It's not all gothic glamour, though; at one point Heather climbs into the bath with her man-doll, a plastic totem of the person she is fixated with.
Passionate or unhinged? It's a little of both...
Catch Pale Waves at the following shows:
19 Tunbridge Wells The Forum
20 Guildford The Boileroom (SOLD OUT)
22 Cambridge Storey’s Field Centre
23 Middlesborough Wesgarth (SOLD OUT)
24 Liverpool Studio 2 (SOLD OUT)
26 Oxford The Cellar
27 Leicester The Cookie (SOLD OUT)
28 Leeds The Chapel (SOLD OUT)
1 Stoke on Trent The Sugarmill
2 Birmingham O2 Academy Birmingham (SOLD OUT)
4 Glasgow King Tut’s Wah Wah Hut (SOLD OUT)
5 Sheffield The Leadmill
6 Manchester Gorilla
7 London The Garage (SOLD OUT)
8 Bristol Thekla
Join us on Vero, as we get under the skin of global cultural happenings. Follow Clash Magazine as we skip merrily between clubs, concerts, interviews and photo shoots. Get backstage sneak peeks and a true view into our world as the fun and games unfold.