Beach Fossils have dropped the video for their latest single, “Sugar,” from their new album, Somersault. The video was filmed in conjunction with Habitat Skateboards who also collaborated with Beach Fossils on a custom skateboard available for purchase here.
We're usually pretty wary of skateboarding being incorporated into music videos, that's because there's nothing more sinful than incorporating some stunt skaters to pseudo skate around the band while they play. Also people like Jaden Smith have left a terrible taste in our mouth. Despite our reservations, Beach Fossils and Habitat have seems to done it the right way.
Similar to the previously released videos for Somersault singles “Saint Ivy” and “Down The Line,” the “Sugar” video features New York City as its backdrop. Here we witness the members of Beach Fossils skating around their hometown and injecting their offbeat brand of humor into each scene. With each video the band seeks to pay homage to the city’s artists and its inhabitants and on Somersault they’ve captured flashes of life in New York grounded in personal experience.
Watch the new video below.