Premiere: Diet Cig in no way endorse a belief in the occult in their video for ‘Maid of the Mist’

Diet Cig have just begun a huge UK/European tour with The Spook School on the back of their brilliant debut album ‘Swear I’m Good At This’, and celebrate the news with a frankly amazing new video for ‘Maid Of The Mist’, of which we’ve got the first play on DIY.

Featuring a pretty cult-ish game of spin the bottle, the video ends with singer Alex Luciano casting a spell in order to kiss the boy she wants.

Talking about the new clip to us over email, the video’s director Emily Dubin says: “My goal with the Maid of the Mist video was to take the stereotype of the “emotional girl” and lean into it as hard as possible. Often times, women who exhibit any sort of emotional reaction to anything are labelled over-sensitive and are told to essentially “get over it.” We rarely are given control, and when we do exercise control, we’re labelled as domineering or a bitch. The idea that a group of witches set up this whole ritual and do this extravagant spell just so they can make sure to kiss the boy they want during spin the bottle is meant to be a melodramatic reflection of the way men perceive women: always extra, always emotional, always plotting.

“However, I think our fondness for and practice of emotional intelligence in a general sense is one of the strongest assets that women can have; what better way to embody power, sensitivity, emotion, and connection to the universe than a bad ass group of witches? I also need to give an enormous shout out to our Director of Photography, John Komar, who has been an inspiration to me for a while and was an absolute dream to work on this with.”

Watch the ‘Maid Of The Mist’ video and view the tour dates below.