New Video: Rising Swedish Act Spunsugar Releases a Mischievous Visual for Brooding “Happier Happyless”

Last year, Spunsugar, a rising Swedish indie act, led by Elin Ramstead released their attention grabbing, genre-bending debut EP Mouth Full Of You, an effort that firmly established their unique genre-bending sound and approach, which features elements of industrial electronica,  post-punk, noise rock, shoegaze and dream pop — while also earning airplay from BBC 6 Music‘s Steve Lamacq.

Slated for for a fall release through Adrian Recordings, the band’s highly-anticipated full-length debut Drive-Through Chapel reportedly finds the band seeking to emulate the sounds of Cocteau Twins, Slowdive, and others — but while simultaneously crafting some of their hardest hitting material to date. “Happier Happyless,” Drive-Through Chapel‘s brooding latest single is a perfect taste of what listeners should expect: shimmering synth arpeggios, propulsive industrial beats, swirling guitars, and a soaring and rousingly anthemic hook paired with Ramstead’s ethereal vocals evoking an aching yearning.  While clearly indebted to 4AD Records, goth and shoegaze, the industrial element to their sound finds the rising Swedish act adding themselves to a growing crop of contemporary shoegazers, who are actively pushing the genre’s sonic boundaries — including acts like Lightfoils, BLACKSTONE RNGRS and countless others.

“’Happier Happyless’ is a sour and sweet song, tackling subjects of pining, happiness and revenge,” the band explains in press notes. “Having a fittingly slower pace than former Spunsugar singles, this song is also an homage to the shunned 2001 slasher movie Valentine, released a little too late in the post-Scream era. Written with the aim to have’ ‘a memorable hook, a thumping synth bass line and a gazey chorus,’ this is a good introduction to the bands debut album, because of the constant switching of emotional tonality.”

The recently released video employs a relatively simple concept — perhaps inspired by our current period of quarantines: the visual primarily features the band’s Ramstead dancing and singing the song in front of white screen or white wall. A  series of colors — red, blue, yellow and green are projected. At various points, we see her bandmates, who throw balled up pieces  of paper at Ramstead, or they just show up to goof off.  So while the song may be brooding, the video reveals a bit of playfulness.