Exclusive Video Premiere: SUGARTHIEF – “When Did It All Go So Wrong?”


I typically don’t start my premieres this way, but I have to be blunt with this one; I instantly fell in love with SUGARTHIEF. Serving as their forthcoming single release, AMBY is pleased to premiere the video for this Birmingham foursome’s wildly charming rock track When Did It All Go So Wrong?.

The lo-fi colourful video shows the band rocking out to the kinetic, guitar-driven song while quirky cameos of selfie-queens and muscular men pass by. When asked about the song, SUGARTHIEF shared with AMBY;

“The title of the song seems more apt now than when we wrote it (Pre Trump and Brexit) – but the track is really about people’s ever growing fear of rejection or desperate need for recognition. The video brings together the typical stereotypes seen everyday on social media sites – all fighting for attention instead of living their lives.”

To celebrate its release, the group will host a hometown show at The Sunflower Lounge on March 30th. Exclusively watch Where Did It All Go So Wrong? on AMBY and follow updates from SUGARTHIEF below. Where Did It All Go So Wrong? is scheduled for release on March 31st.


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SUGARTHIEF is comprised of brothers Jordi (vocal/guitar) and Jack James (guitar), Luke Owen (bass), and Reece Downton (drums).

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