The Pop Group are a British band formed in Bristol in 1977. Regarded as a pioneering act of the post-punk era, the group released three albums and several singles before disbanding in 1981. This is first single released by The Pop Group after the band reformed in 2010.
The music video was helmed by Asia Argento, The Italian actress and director has appeared in several music clips including "s(AINT)" by Marilyn Manson and "This Picture" by Placebo. "The track blew my mind: all the set-ups and symbols in the video are inspired on a subconscious level by the music and the lyrics," Argento said. "The kids that appear in the video have worked also in the last movie I directed, including my daughter Anna-Lou. Between us there is a deep bond of trust and freedom."