The Pains Of Being Pure At Heart - Simple And SureIndie pop band THE PAINS OF BEING PURE AT HEART premieres the official music video for their new single Simple And Sure. It’s taken off the band’s long awaited new album Days Of Abandon which will be released on April the 22nd. And for the clip the band hired director Allie Avital Tsypin who created a weird black and white clip which got its protagonists stuck in permanent loops.

As guitarist Kip Berman told NYLON magazine the clip references the current GIF-Hype in online media and criticizes or permanent need for distraction. He says: ‘We’re as much prisoners of our need for constant distraction and instant sensation as the trapped guests at the dinner party.’ Enjoy the new THE PAINS OF BEING PURE AT HEART clip right here.