In the last weeks of December as university students sobbed over final exams and parents flooded shopping malls in search of iPhone 6S' and "hoverboards," The 1975 unveiled the three minute visual explosion that is the music video for "UGH!," a non-single from their forthcoming album I Like It When You Sleep, for You Are So Beautiful Yet So Unaware of It.
"UGH!," a groovy and upbeat song about a boy who may or may not have had one too many lines, comes to life on a soundstage filled with LED screens as big as lead singer's Matty Healy's voice. The screens, similar to those used by the band on tour, project an array of colors and static images that overwhelm the viewer's eye in the best way possible. The video features a series of short, clipped scenes of Healy parading around the soundstage and hitting a 90s R&B two-step, drummer George Daniel doing his thing, and bassist and guitar players Ross MacDonald and Adam Hahn head bopping away.
The video is somehow simultaneously sleek and aesthetically pleasing and erratic and confusing. Thank you Adam Powell, director, and Tobias Rylander, lighting and production designer, I left "UGH!" feeling very confused, but also very excited about The 1975's sophomore release.
Happy Listening (watching),
Robert
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