Kindness: Gee Up

Posted by Rob Alderson,

Oh my giddy aunt this is terrific. The video for the new Kindness single Gee Up begins as an enjoyably lo-fi if fairly straightforward music video, and then, two minutes in, everything changes. We cut to mockumentary style behind-the-scenes footage casting the band members and some of their hangers-on in wonderfully ridiculous lights. It’s not just clever and funny, it’s also a brave move for a music video to abandon the music half-way through. As an artistic gift, this truly is an act of Kindness.

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Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.