More sentimental than the suave visual for This Is Not About Us, the video – also directed by Daniel Brereton – answers the songs title, rounding up Kindness and Robyn's loved ones from around the UK and Sweden. Featured in the video is the man that inspired the song, an aggressive metalhead that Kindness, Robyn, and Robyn's boyfriend Max (also featured in the video, naturally) encountered in Stockholm and who they ended up having a jam session with in a nearby guitar store (okay…).
"This video and this song is about people and connection, and how you can identify who you are by those you love," says Kindness's Adam Bainbridge, "Those people say a hell of a lot about you. Daniel’s idea was a series of portraits of our closest friends and family – in a way, the most revealing portraits of us possible. There's something about seeing all these people together, all these people that would do this for us – it makes the song make a little more sense, and a little more powerful."
The single, due next month, features remixes by friends Jam City and Joakim, both of whom Kindness has collaborated in the past (on the Everybody single No Time To Waste), and Jeremy Sylvester. Kindness will also play a tour of North America in February/March next year – check out dates over here.
Read our interview with Kindness about new album 'Otherness'.
Female Energy release Who Do You Love? on December 29th 2014.