New Zealand alternative rock band Sulfate have unveiled the music video for “Bottle It In” today.

The visual, which can be seen below, was directed by Frances Carter, who worked on music videos for acts such as Meer, Street Chant, and Beachware. Carter said this about the visual:

“I got really attached to this track during the August lockdown — cooped up at home and trying to pretend everything was fine. Every time ‘Bottle It In’ came on the radio I’d crank it up and have this cathartic experience. It has such a tense, ominous energy that builds up and explodes into something completely unhinged at the end. It reminded me of one of my favourite disturbed anthems, Gaskrankinstation by Headless Chickens, and I wanted the video to have the same mix of darkness and comedy.
My original concept felt a bit ambitious; Body doubles? A kid? Set entirely at night in multiple locations? — but the band was on board. It all came together over three late nights in January and everyone threw themselves into their characters. I had such a good time watching the band play up the Jekyll and Hyde energy. Special mentions to the body doubles / “backtors” who amazingly agreed to spend their Friday and Saturday nights facing away from a camera, and The Kid, Huia, in her debut role being transformed by the ultimate shreddiness of this excellent song. Hoping everyone does a bit of cathartic headbanging amid these wild times.”

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