The Darkness are back. Turning introspection into art, they have just released their latest music video for ‘I Hate Myself’.
The track, a punk-tinged anthem from their upcoming album Dreams On Toast explores the idea self-loathing. It also contains a healthy dose of The Darkness’ trademark theatrical flair.
In the song, frontman Justin Hawkins lays bare the fallout from a failed relationship, delivering bitingly self-aware lyrics. “There goes a girl I was incredibly cruel to / I thought that she was in my way,” he sings, before diving into the chorus: “I hate myself, I hate myself, I do / I hate myself so you don’t have to.”
Hawkins describes the track as “a joyous, raucous celebration of self-loathing,” explaining that confronting our regrets is a path to growth. The video, directed by Simon Emmett, takes this sentiment and runs with it. Shot in one unedited take, the video a raw and intimate portrayal of Hawkins in full diva mode. Within it Hawkins can be seen smoking, staring, and embodying a haunting alter ego.
“The concept is related to the self-loathing that the song itself lyrically explores,” Hawkins said. “The visual accompaniment has taken this song to the next level—it was already my favourite Darkness song ever.”
With long, flowing hair and dramatic makeup, Hawkins’ performance holds a mirror up to identity and perception. He is inviting viewers to question both traditional gender roles and, in doing so, their own self-image. “We were probably going for the Sinead O’Connor ‘Nothing Compares 2 U’ vibe,” Hawkins added during the livestream premiere.
Emmett, known for his work with Oasis, called the project “brave and honest.” He furthered that the video also offered commentary on today’s culture and social media. “It’s away from what you’d expect,” Emmett said, “and I think it says a lot more about current culture.”
The Darkness kicked off their promotion for Dreams On Toast last September with their single, ‘The Longest Kiss’. They are now gearing up for a headline tour of the UK in March. With Download Festival 2025 on the horizon, it’s clear the band is ready to turn their introspective new era into a full-blown celebration.
Until then, ‘I Hate Myself’ is here for the conversation—self-loathing, gender norms, and all.
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