Chief | 03/12/10

Image: Chief newsletter

A loved up couple cavort on a picturesque Pacific coast beach, a woman decked out in plaid rides her horse across a classic Western setting and American football players run up and down their high school fields. Nope this isn't a commercial for the United States tourist board, it's the video for Chief's new single, 'The Minute I Saw It', which is released on 13th December, from their debut album Modern Rituals.

Fear not if this all sounds a tad dull though because things are not as they may initially seem. It won't take long to pick up on the fact that something is indeed amiss in all this beautifully shot footage of a quintessential American life, which is interspersed with live action of the band jamming out in front of a young audience.

What this mysterious, subtly melancholic clip means is anyones guess, but perhaps half the enjoyment comes out of not knowing. What we do know for sure is that it compliments Chief's cosmic Cali sound just perfectly.


Image: modern rituals packshot
Image: night and day packshot
Image: Breaking Walls Packshot