THE RIFLES unveil time-looping video for Groundhog Day.

The London outfit has recently launched a music video featuring the frustrating ‘Groundhog Day-like’ experience of working life to accompany the opening track of their fifth studio album, Big Life.

Groundhog Day underlines the longing to break out from repetetive, endless work cycles, as frontman Joel Stoker sings; “As the world goes round & round / Another lonely dead end town.” The cleverly crafted lyric is delivered with a punchy spike, giving an edge to The Rifles’ popy tune.

The video itself centres around this, illustrating the frustration through a repeating and increasing circle of annoying and discouraging everyday events. Though the recurrent and grim story-line isn’t particularly outstanding, the cinematography and the use of colour and contrast do a lot of the work in terms of keeping the video interesting and aesthetically pleasing. The colours used also coordinate gracefully with the energetic and punchy style of the track.

Roger Sargent, who has previously worked with Libertines, Vaccines and Spector, directed the video stating:

I really wanted to avoid doing the obvious homage to the film of the same name. I think people can get to a point where their work becomes all encompassing and the only things that you experience is the stress of your commute and the numbing boredom of your job. You become a bee. A frustrated, anxious, angry worker bee.

The Rifles will play 3 SOLD OUT intimate shows at London’s Boogaloo in December (13th, 14th and 15th).

The band has also announced they will be embarking on an ‘Unplugged’ tour in May next year.