The Concretes - My Ways

What this video is

Released in 2011 as the third single from The Concretes' fourth album WYWH (2010), 'My Ways' sits within a decisive stylistic pivot for the Stockholm-based octet — away from lo-fi Velvet Underground-adjacent indie pop toward a cleaner, minimalist disco-influenced sound. The video's setting on Gotland, one of Sweden's most historically and geographically distinct islands, reinforces the band's rooted Nordic identity…

Why it matters

Represents the Swedish indie pop scene's early-2010s maturation, blending melodic pop craft with disco production and art-film visual sensibility. The Concretes' WYWH era is a documented inflection point in the band's catalogue, and this video — with its Gotland location and Mats Udd's…

The director

Sweden-based commercial and music video director active since 2008. Known for a distinctive style blending dark humor, naturalism, and surreal imagery. Notable credits include First Aid Kit ('Ghost Town', 2010; 'The Lion's Roar', 2011; 'Fireworks', 2018),…