My Vitriol - Grounded

What this video is

Released in April 2001 during a pivotal moment for UK alternative rock, 'Grounded' arrived as My Vitriol spearheaded what critics termed 'nu gaze' — a shoegaze revival filtered through post-Britpop guitar dynamics. The video's rural location shooting, conducted during the UK's 2001 foot-and-mouth outbreak, inadvertently embedded a document of national crisis into its visual fabric. Infectious Records' strategy of…

Why it matters

The video is a key artefact of the nu-gaze movement's commercial moment — a genre fusion of 1990s shoegaze atmosphere with Britpop-era guitar pop accessibility. Its release accompanied a UK Singles Chart peak of #29, confirming the band's crossover reach. The production's rural realism and…

The director

Welsh-born music video and television director. Originally from South Wales, Thomas became one of the youngest directors in the early-2000s UK music video 'new wave.' He directed over 100 music videos and 70 commercials across 16 countries, working with acts…