Mercury Prize-winning Scottish band Young Fathers launch an emotionally-charged video for their new track 'In My View', with an apparent aim to make viewers think and, ultimately, make them care.
The video is a montage of abstract imagery including two men struggling with one hand covering each other's faces, a woman desperately cradling the head of her lover, a couple of distinctly different guys sat with each other at a dinner party and a few violent altercations.
The latter part of the video describes the thinking behind the video's creation, essentially listing the main ways in which one creates a video to 'make people care', and includes snippets of director Jack Whiteley in action.
'In My View' is the second track to be released this year from Young Fathers' third album 'Cocoa Sugar', and comes after 'Lord'. The album is their first in three years, following 'White Men Are Black Men Too', and is their first release on Ninja Tune records.
Between March and June, Young Fathers will be touring across the UK and Europe, kicking off at Birmingham's O2 Institute on March 20th and concluding with two shows at the Eden Project on June 15th and 16th.
'Cocoa Sugar' will be released on March 9th 2018.
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