New Video: Low Hummer Releases a Stylish and Sleek Visual for Angular “The People, This Place”

Rising Hull, UK-based post-punk act Low Hummer — Daniel, Aimee, Steph, Jack, John and Joe — can trace their origins through the individual members’ connections to their hometown’s DIY scene. After meeting and bonding over mutual interests, the sextet quickly established a regular rehearsal home at the DIY venue The New Adelphi Club, where they were able to develop and hone their own danceable take on post-punk that thematically focuses on their lives in East Yorkshire, their place in a consumerist world and bad news stories sold as gospel. 

September 2019 saw the release of the their debut single “Don’t You Ever Sleep” through Leeds-based label Dance To The Radio. The members of Low Hummer quickly followed that up with their second single “I Choose Live News” that October. Both singles were released to praise from the likes of Clash, DorkGigwise and BBC 6 Music Recommends — with airplay on BBC 6. Building upon a rapidly growing national profile their subsequent singles “The Real Thing,” “Picture Bliss” and “Sometimes I Wish (I Was A Different Person) received praise from NME, Gigwise and Under The Radar Magazine and were championed by BBC Radio 1‘s Jack Saunders and Huw Stephens, BBC 6’s Steve Lamacq, Marc Riley, and Tom Robinson.

The Hull-based act’s highly-anticipated full-length debut Modern Tricks For Living is slated for a September release through Dance To The Radio, and the album’s first single “The People, This Place” is an angular post punk anthem that’s danceable yet full of seething disgust and frustration that makes the song a spiritual mix of The Clashand Wire— while voicing, the sort of frustration felt when you live in a dead-end town, with dead-end people and no real options or opportunities.

Directed by Luke Hallett, the incredibly stylish visual for “The People, This Place” features film noir-ish split screens between members of the band primping, preening, hanging out and being insouciant, the band playing in a rehearsal space. It’s part music video, part perfume commercial, part look into modern young people’s lives.