After 22 solid years of promoting music videos, many of our videos have skyrocketed to the top. Today, we present you with one of our most-watched videos on our Youtube channel: “I Feel Better” from Frightened Rabbit.
Frightened Rabbit was the epitome of a band that didn’t have to be the most popular in order to mean something to fans. They gave out so much love and received double in return. What began as a solo project in 2003 by Scott Hutchinson (vocals, guitar), the Glasgow natives Grant Hutchison (drums), Billy Kennedy (guitar, bass), Andy Monaghan (guitar, keyboards) and Simon Liddell (guitar) eventually joined the group.
The five-piece played indie-pop with an edge, penning astonishingly honest songs about unraveling relationships, communication failures, and the painful ambivalence of young adulthood. Tragedy struck in May of 2018 when Scott Hutchinson was pronounced dead after going missing. The remaining musicians declared that Frightened Rabbit “no longer exists” without Scott but reunited on stage in December of 2018 for a charity event. Their raw connection with fans and explosive live energy still resonates with musicians and listeners alike, and after touring with Death Cab for Cutie, their international acclaim long lives.
A bewildered narrator details the story for “I Feel Better,” a music video that garnered over 260k views on our YouTube channel. He leaves New York City after getting dumped, confused and distressed, but also admits to himself that losing the girlfriend has occasioned an unexpected uptick in his mood. The animated clip follows an artist through his day-to-day activities, but as always with Frightened Rabbit, there’s a twist. Suddenly, arrows to different choices and pathways pop up throughout his day. He reflects on quantum theory, and each choice not taken creates a possible future in an alternate universe. The cartoon protagonist can project all of his different options through a machine, revealing how sophisticated the human scale is.
Scott’s legacy lives on; Frightened Rabbit continues to fundraise for a charity they set up in his name. The remaining members stay active with fans and continue to campaign for the original message they have sent out since the beginning: clarity and authenticity
Written by HIP Marketing Assistant Melissa Ng.