The Belgian band share the new video from their first album in five years.
Best known for their surprise 1996 alt-rock smash "Not an Addict", Belgian band K's Choice have steadily put together a very strong career over the course of the past two decades. Led by sister and brother Sarah and Gert Bettens the band has been off and on over the past decade, with Sarah pursuing a solo career and even spending a year as a firefighter in her home of Johnson City, Tennessee. K's Choice have been back on the go since 2013, however, and last month they released their sixth album The Phantom Cowboy in America.
The powerful track "Perfect Scar" is their latest single and video, and you can watch the clip, which was shot and directed by Gert Bettens below.
“One can't help but notice we live in a world where most people feel it's necessary to try very hard to portray their lives as perfect on social media," he tells PopMatters. "A constant storm of immaculate children, killer jobs and exotic places. It almost seems like a day without jumping out of a plane, climbing K2 or meeting a celebrity is not a day well spent, preferably sharing a perfect margarita or cup of coffee through an Instagram filter. And even though I'm not a big fan of people constantly sharing their misery either, there's something to be said about being just a bit more honest, sharing a bit more truth. Because we've all experienced loss, we all have secrets and we all have dreams that seem to have vanished. So even while we pretend not to, all of us are carrying some kind of emotional burden. And usually, when growing up and gradually aging, we collect more. Sometimes, it seems like everyone forgot that this is fine. It's ok. I do like the occasional excitement in my job and in my free time, too, but to me, living life to its fullest is not about extremities. It's about finding peace in who we are. We're all different, but we have this in common: we all have scars. Perfect!
“I wanted to make [the video] myself, so I bought a decent camera and went for it. Photography is something I'm really into, so decided to go from there, without a real storyboard to begin with. I started shooting a lot of moving pictures I considered to be aesthetically pleasing, and was fortunate to have my daughter Aiko available at all times to get the footage I wanted. I hope somehow the video radiates joy and the message we wanted to put in the song.”
The Phantom Cowboy is available now via iTunes.
Also, K's Choice will be performing at CMJ in New York City this week, at the Cutting Room on Friday 16 October at 7:00 p.m. Tickets are available here.