Auckland noise trio Sulfate have unleashed their six-and-a-half-minute epic for Godzone album opener ‘Bottle It In’. The video was directed by the incredible Frances Carter, with filming taking place over three very late evenings in early January.

The video tells the story of a nuclear family being thrown into domestic chaos by a relentlessly maniacal force, all the while being reminded to “bottle it in”. Keep an eye out for cameos from Tāmaki-based tastemakers Matthew Crawley, Rebecca Lees and Lucy Suttor.

Director and editor Frances Carter, on the song and video, says “I got really attached to this track during the August lockdown — cooped up at home and trying to pretend everything was fine. Every time ‘Bottle It In’ came on the radio I’d crank it up and have this cathartic experience. It has such a tense, ominous energy that builds up and explodes into something completely unhinged at the end. It reminded me of one of my favourite disturbed anthems, Gaskrankinstation by Headless Chickens, and I wanted the video to have the same mix of darkness and comedy.”

Within the lyrics of ‘Bottle It In’ we hear frustration over the pace of social change; and the chordal movement never rushes — rather embracing the hypnotism of the krautrock drum beat.

Sulfate began as the solo project of Peter Ruddell, known for his work with the noise-rock group Wax Chattels. The band is now firmly a three-piece, with David Harris’ metronomic drumming proving integral to the sound of the group, and Hariet Ellis adding grinding, distorted bass guitar to the mix. The band released their sophomore album, Godzone, in September 2021, via Flying Nun Records.

Watch and listen here: