At first this looks like one of those formulaic coming of age dance videos and then... I won't give it away but it's worth watching for the terrific and brutal twist director Simon Cahn (http://www.pulsefilms.com/director/simon-cahn/usa) adds to the video. I can only imagine that he looked at the song title and thought, "what's the opposite of real joy?"
"Malice".
But that's me guessing, in any case to get an original (commercial) dance video is somewhat infrequent, so he's succeeded in aiding the song to stand out albeit with some restrictions in audience due to its content.
It's also an incumbent dance anthem by the looks of it with spins by Radio 1's Annie Mac and Monki.
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