Dancing. We don't mean to reduce the secret to being A Bloody Good Pop Star down to one single element - because both haircuts and shoes exist - but dancing is Important.
That's why, in Matty Healy's quest to becoming the nexus pop star of his generation, The 1975's new video to 'Sincerity Is Scary' is important. Like a mix between the white rabbit from Alice in Wonderland and Fred Astaire, our hero prances his way through the Warren Fu (Daft Punk, The Weeknd, The Strokes) directed clip like a seasoned Hollywood pro.
Bonus points for the No Rome cameo, too.
With a winningly likeable smile and a spring in his step, it's the latest step on the road to new album 'A Brief Inquiry Into Online Relationships', which is set to drop next Friday, 30th November via Dirty Hit.
Announced earlier today as headliners for next summer's Reading & Leeds festivals, with a UK arena tour planned for early in 2019, and a fourth full-length 'Notes On A Conditional Form' to follow, The 1975's quest to be the most interesting band on the planet continues apace. If you want some evidence, check out our five star review of 'A Brief Inquiry...' here. We promise, we're not over cooking this one. It's remarkable.
You can check out the video for The 1975's 'Sincerity Is Scary' below, and keep your eyes peeled for something else special from the band Really Very Soon Indeed.