Sadboy comes from the London indie rockers sophomore album, Visions Of A Life. First released late September, the album has since been nominated for best album of the year at the VO5 NME awards.
The music video follows the band as they head from home to, what eventually becomes, a devilish party. As the intoxication increases, Ellie Rowsell (lead vocals) slowly falls to a hellish state. Following the build up, Rowsell stares in confusion into the mirror as she begins to cough up black blood, linking into the videos demonic theme.
Suddenly, she reappears in a reflective room of blackness. Soundless screams erupt from Rowsell as the music breaks down. Psychedelic visuals then take over alongside flashing images and distortion to add to the effect.