Strong Asian Mothers have unveiled the music video for their new single ‘Don’t Let Go’.

Self-directed by the band, the video is a homage to their self-created phrase ‘glum face’.

The phrase was created two years ago when Khushi from the band uploaded an album to Facebook titled “things are kicking off at the Graham-Patels this Christmas”, with a series of photos of himself and his family in various seasonal poses with absolutely no emotion on their faces.

Speaking of the idea for the video, Strong Asian Mothers said: “Ever since its inception, the practice of glum face has been an essential part of our social manifesto. If you search the hashtag on Instagram, you’ll see it’s overwhelmingly populated by images of us looking glum. Endlessly false smiles in photos are overrated and sometimes it’s just nice to look ‘mardy’. We thought it was about time glum face made its proper mainstream debut and so we thought, “what’s the simplest and cheapest way we can make glum face look most appropriately inappropriate?” It was uniformly decided: a birthday party.”

The video comes ahead of the band’s forthcoming London headline show at Hoxton Square Bar and Kitchen on November 30th.

You can watch the video for ‘Don’t Let Go’ below: