The disquieting video tackles the issue of happiness and self-confidence, or lack thereof, notably in women. Director Christian Moeller asks six women to hold a sincere smile for an hour and the video chronicles different points of that journey. It is to portray how we show a front of happiness that doesn’t really exist, notably for women who are always told to smile more.
The tune itself is hypnotic, psychedelic and a strange, much like the video.
“I’ve always sung on my records in one-way or another, usually as a texture, and sometimes as a different character,” explains Tobin in a statement. “This character is kind of androgynous and creepy to me, which is great because the setting in my mind is 1950’s Americana, which I find creepy as fuck.”
The song and video are out now and will appear on the full album Fear in a Handful of Dust, which will be released on April 26 via Tobin’s Nomark label. Pre-order the album here.