Today Hurts released the official music video for their new single Better Than Love. I’m not sure whether to label it as avant garde, but the video is definitely something that you won’t see from many of your favourite artists.

I think Hurts have to be careful as they seem to be treading a fine line between producing wonderful pop music and what some viewers (of the video) may regard as being pretentious. Don’t get me wrong I still love them, but they need to make themselves accessible and relate-able too.