Pop collective The 1975 have released their technicolour neon-fueled music video to track ‘Ugh!’, taken from their new record I Like It When You Sleep, For You Are So Beautiful Yet Unaware Of It. The track combines the right ingredients of simplicity and repetition to create a riff-laden catchy pop song, regardless of how lyrically shallow, lacklustre and non-nonsensical it may be. The video is as you would expect a mass-produced, mass-marketed video clip; the track complimented with an extreme budget in the world of popular music. Hi-fi and all the while doused in the regularity and predictability of bringing nothing new to the table – the obtrusiveness of the video quickly grows old – and, at two minutes, some might begin to question the diminishing quality of pop music in the dark hole that is clever commercialism.
