Modern Guilt drops music video

London-based outfit Modern Guilt are an emerging act making waves in the UK music scene and beyond. Over the last two years they’ve been going from strength-to-strength with each new move and have won over fans and tastemakers alike, earning plaudits from the likes of Steve Lamacq at BBC 6 Music, John Kennedy on Radio X and BBC Introducing’s Jess Iszatt.

Making their introduction in September 2020, they dropped their debut single “Hoping for the Hoping” followed by sophomore track “Get Along” before releasing their first EP with last year’s You’re Welcome. Now, after their last track “Joy Control”, they bring us their latest release with their new single titled “How To Buy Happiness”.

Written about a man convinced that he would find happiness if he could accrue enough wealth, Modern Guilt spin a tale of despair and the fruitless chasing of delusions. Produced by Mike Buckley, “How To Buy Happiness” captures the band’s original sound that blends their soulful indie rock energy with Americana-style tones, showcasing their songwriting talents and performance panache and confirming the hype around the rising act.

Accompanying the single is a new music video shot and directed by the renowned filmmaker Ross Scott. With Modern Guilt’s first performance video, they deliver scenes that invoke the visual aesthetics of classic Spaghetti Western movies and pay a respectful nod to No Country For Old Men by the Coen brothers to provide the perfect pairing to reflect the context of their sensation new single.

Watch the music video for How To Buy Happiness below