New Zealand alternative rock band Sulfate released the music video for ‘Bottle It In’ today.

The visual, which can be seen below, was directed by Frances Carter, who has worked on music videos for bands including Meer, Street Chant and Beachware. Carter had this to say about the visual:

“I got really attached to this track during the August lockdown – locked up at home and trying to pretend everything was fine. Every time “Bottle It In” played on the radio, I turned it up and had this cathartic experience. He has such a tense, ominous energy that builds up and explodes into something completely unbalanced by the end. It reminded me of one of my favorite disturbed anthems, Gaskrankinstation by Headless Chickens, and I wanted the video to have that same mix of darkness and comedy.

My original concept was a bit ambitious; The double body? A kid? Located entirely overnight in multiple locations? – but the group was on board. It all happened over three late nights in January and everyone threw themselves into his characters. I had such a great time watching the band play the energy of Jekyll and Hyde. Special mentions to the body doubles/”backtors” who surprisingly agreed to spend their Friday and Saturday nights in front of a camera, and The Kid, Huia, in his debut role transformed by the ultimate shredding of this excellent song. Here’s hoping everyone does some cathartic headbanging in these wild times.

“Bottle It In” is from Sulfate’s latest studio album Godzonewhich is out right now via Flying Nun Records.


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