Kindness have unveiled the video for their forthcoming single ‘House’ – due for release on June 18th.
Kindness is a vehicle for Adam Bainbridge. Debut album ‘World, You Need A Chance Of Mind’ was a deeply idiosyncratic work, fusing a woozy, distorted take on synth pop with lyrics layered in meaning. Oh, and the Eastenders theme tune.
Previous single ‘Gee Up’ boasted a fantastic video, so it’s with no small measure of anticipation that Kindness unveil the clip for new single ‘House’.
Due for release on June 18th, the video features Adam Bainbridge seated in front of a Hofner organ. Joined by a young school-kid and some vintage kit, the shoot is a simpler – but not less effective – riposte to the layered semantics of ‘Gee Up’.
Watch ‘House’ below.
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Earlier this year Clash writer Joe Zadeh spoke to Kindness about his approach to music – Bainbridge replied with an assessment of the way the industry de-constructs new talent. “If I was a fan of this band, I wouldn’t want to see their face everywhere. I’d want a good video, good artwork, work really hard and do some good live stuff. People get caught up in that ‘sound of 2012’ stuff. ‘Oh it’s time to do my line with Topshop’, maybe a bike with Halfords and license my music to KFC, because this is how we make the big time.’”
Read the full interview HERE.
Kindness are set to release their new single ‘House’ on June 18th.
