Premiere: Joe Gideon & The Shark – ‘I’m Ruined’

The lead track from the duo's 'Freakish' LP...

Joe Gideon & The Shark are one of those bands – you know, the sort you forget about a wee while, until they're back in your head and then you wonder: why the hell don't I listen to this band more?

The London-based pair released its second LP, 'Freakish', in early 2013 – January, if you can remember that far back – via the ever-reliable Bronze Rat label.

Given the time between then and now, it might seem a little odd to be premiering a video for said album's opening number at the end of the year, but there you go. What's a sensible marketing strategy really worth in the 21st century, anyway? Good music doesn't need a calendar. 

Says frontman Joe Gideon – yeah, the Shark in question is drummer, Viva – of this rather bondage-ish, sorta-creepy new video:

"Exciting video from Rebecca Salvadori, which I think asks the question: 'What's in the box, and dare one open it?'

"The shoot was notable for the use of a camera mounted on a mini-remote-controlled helicopter, whirring-cum-buzzing-cum-niggling-cum-picking around us as we played some weird tug-o'-war. Our hands were raw by the end of the shoot, barely acting."

If 'I'm Ruined' is doing it for you, find the band online here. Bronze Rat, the label, that's here.

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