In short: music video for alternative indie-dance band Sheila and the Kit.
In long: Sheila and the Kit wrote a feminist song called ‘Ruffhouse’, which could be the start of a whole new genre of music. But for now; it’s only one song. The sound is high energy electro-pop, the lyric-site it’s Sheila’s fun way of feminism. Bragging and flowing, battling the sexes. Sheila’s fighting for the female future, the future of the XX. We thought it’d be nice to show the battle of the sexes, which we filmed in the oldest boxing school of the Netherlands. After one minute, the song continues; but the visually the only thing left is a loading circle.
Why does the new Sheila and the Kit video stop after one minute?
There can be a multitude of reasons. Reason one: Sheila wants you to quit staring and listen real good for once, Sam, John, Tom, Chuck, Bill or Ray: Girls can do what they wanna do and be what they wanna be!
Reason number two: after some intense ruffhousing with her dominant chauvinist male counterpart Bo Koek (The Kit), there simply isn’t enough energy left and the image needs to be buffered up until the very last second of the 3.10 min. video.
A third reason could be that we figured only one minute would survive the instagram format anyway. Or….it could be all of the above 😉