Video of the Moment #2161: Jake Bugg

By on Monday, 15th August 2016 at 6:00 pm

Nottingham singer/songwriter Jake Bugg is releasing a new single at the end of this month, and he’s got a new promo video for the song to celebrate. For the visuals on ‘Bitter Salt’, Bugg collaborated again with director Michael Holyk, with whom Jake has collaborated for every video on his current album ‘On My One’. (You can read Carrie’s review of the LP from back in June here.) For this video for ‘Bitter Salt’, Holyk described his approach this way:

I wanted to create a video that reflected coming up on ‘that’ drug. It builds until it’s the most intense. Seeing Jake in the video was a trigger for our story. Jake in this represents a dark thought or event that you blocked out but it seeps back in due to your brain going wild. Drugs amplify any internal battle you are having and if you can’t control it sober you won’t with anything else.

Filmed in Tokyo, it’s an intoxicating experience. You can watch the video for ‘Bitter Salt’ below. The single will be released the 26th of August on Virgin EMI. For much more on TGTF on Jake Bugg, follow this link.


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