CMU Approved

Approved: Kindness

By | Published on Thursday 9 February 2012


Kindness have been flitting about for years now, sparking subtle commotion (and a CMU SNAP Of The Day piece – if you remember those) when their first single, a glitter-ball spin on The Replacements’ ‘Swinging Party’ and its B-side ‘Gee Up’, was released via Moshi Moshi in 2009. All but silent between then and late last year, when a contract with Universal’s Polydor guaranteed a sign-off on debut album ‘World, You Need A Change Of Mind’, the band have at last produced promos to match past single ‘Cyan’ – and the aforementioned ‘Gee Up’.

One for lovers of Friends’ funk-fangled school of groove-based pop, the track is perfectly fine by itself, but benefits from a ‘Spinal Tap’-style video in which Kindness toy with artist caricatures and, best of all, neglect to take themselves too seriously. Unless it’s all a sophisticated bluff, in which case I’ve been had.

“This is a joke. It’s a bloody circus”, remarks the faux French film director, looking on with disdain as willowy Kindness figurehead Adam Bainbridge manipulates the limbs of the model embodying his ‘stunt legs’, “They’re like boy scouts high on drugs!”

‘World, You Need A Change’ is out 19 Mar via a partnership between Polydor and the band’s own label, Female Energy.

Fill part of the interim with a glance at that ‘Gee Up’ clip: