CHAI have signed to Sub Pop and released their new bop, ‘Donuts Mind If I Do’.
The Japanese quartet say of the track: “Keep going on! When you’re feeling vigorous, when you’re feeling sick, You like what you like! No changing that! Even if what I like is as simple as a donut <3. It’s this type of song!”
Of the video – directed by Hideto Hotta – they add: “In order for various concepts of society, societal structures to have been built up and exist today, there had to be changes to those concepts, to those structures in every era to continue to lead to the next society… with that said, in this music video we explore the CHAI you know today, and then CHAI as elderly women.
“On an all-white table cloth, eating donuts, sits CHAI. They can even sip on the tea in the teapot if they’d like! Ultimately time passes, and the elderly CHAI is still there, enjoying their last supper in the middle of the meadow, white-table cloth and all eating their donuts. CHAI changes physically, but one thing that does stand still is them living in their truth. If finding true happiness is one of the goals the human race is constantly in search of, then conveying this in this visual, spreading what happiness means to CHAI, to me, is something I feel is important in us living in our truths.”
Give it a watch below; b-side ‘Plastic Love’ will follow on 6th November.