Sad Night Dynamite have dropped a new video for their track “Sugabby”. The band’s forthcoming debut album, Welcome The Night, will be available on September 27th. The UK duo also have confirmed a UK/EU headline tour for later this year. The video was directed by Geerten Harmens (A$AP Rocky, Gunna, Ghetts).

The video for “Sugabby” tells a story of love, betrayal and social media – as explored in the unlikely triangle of childhood friends Archie, Josh, and the woman who gets in-between them (@TheMommaDior). The band comment: “we wanted to merge the worlds of social media and art to create a piece where the lines between theatre and reality were completely blurred. It’s hard to find inventive ways to market a song, especially when audience consumption rates are so high, but having built around a love affair between Mrs Dior (a sugarmum) and Josh, it felt right that we concluded the narrative in this video. It was a lot of fun and allowed us to promote with a purposeful message. Never trust anything you see online.”

Geerten Harmens also adds: “This video was extremely interesting to figure out. We had to think about a simultaneous social media storyline that all came together in its own hyperactive viral cultured way in the edit. We worked with about 8 hours of iPhone footage to compile it in under three minutes. It was so much fun, and shooting with Josh and Archie, together with Ander Mills at Trim Editing and the amazing VFX team at Agile was the best I could’ve hoped for. I really feel like we went on the journey together with the whole team and figured it out!”

Sad Night Dynamite’s debut album, Welcome The Night, is described as one that Explores themes of paranoia, dystopia, ennui and escapism, the band’s signature blend of surreal character-studies, waspish humour, and serious undertones are blown up to their greatest proportions yet. Theirs is an equally silly and sinister world designed to allow a disenfranchised generation some comfort in incoherence, rather than all-out chaos.

From the band: “This is us stumbling in the dark, trying to make sense of music, life, and our twenties. The modern world lacks a guiding light; it’s fractious and bloated. Welcome The Night embraces this confusion as a knee-jerk reaction to an overstimulated world. The music is our most intense and erratic to date, accepting life’s absurdity and deliberately provocative. We see it as a humorous soundtrack to our demise—if the world were to end, ‘WTN’ would offer clues as to how it happened.”

Sad Night Dynamite 2024 Tour Dates

23.10.24 || Leeds || Belgrave Music Hall
24.10.24 || Glasgow || King Tuts Wah Wah Hut
25.10.24 || Manchester || Band On The Wall
27.10.24 || Bristol || Trinity
29.10.24 || London || EartH Downstairs
31.10.24 || Paris || Trabendo
01.11.24 || Zurich || Bogen F
02.11.24 || Cologne || CBE
03.11.24 || Amsterdam || Tolhuistuin

Pre-order Welcome The Night by Sad Night Dynamite HERE