Tolles Video (Regie: Hugh Mulhern, mit Aidan Gillen als „Georgie Barnes“). Der Song (Titeltrack des neuen Albums, das für Ende Juli angekündigt ist) hat ordentlich drive. Die lyrics kommentiert Grian Chatten übrigens so:
The song is a list of rules for the self, they’re principles for self-prescribed happiness that can often hang by a thread. It’s ostensibly a positive message, but with repetition comes different meanings, that’s what happens to mantras when you test them over and over. There’s this balance between sincerity and insincerity as the song goes on and you see that in the music video as well. That’s why there’s a lot of shifting from major key to minor key. The idea was influenced by a lot of the advertising I was seeing – the repetitive nature of these uplifting messages that take on a surreal and scary feel the more you see them.
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To Hell with Poverty