The Fratellis - Flathead (US Version)

What this video is

Released in 2007 on Universal Island Records, the Flathead (US Version) music video arrived at the apex of the mid-2000s British indie rock export wave, when bands such as Arctic Monkeys, Razorlight, and The Fratellis were achieving significant transatlantic crossover. The video's US-specific release was catalysed by the song's prominent placement in an Apple iPod advertisement in early 2007, which drove the track…

Why it matters

Flathead (US Version) represents a key document of the mid-2000s British indie rock crossover moment, where synch licensing (Apple iPod) replaced traditional radio promotion as the primary US market entry mechanism. The video's fast-cut performance format, warm analogue-referencing grade, and…

The director

James Sutton (born 1986, UK), known professionally as Jam Sutton, is an English visual artist, photographer, and music video director. His clients include The Fratellis, will.i.am, Steve Aoki, Natalia Kills, Keri Hilson, N*E*R*D, Master Shortie, Ministry of…