Prudence Rae enjoys some Chewing Gum

Directed by Phoebe May, the haunting new visual explores the pull of holding on to the wrong person.

Prudence Rae unveils the music video for Chewing Gum, a gothic, sensual and darkly atmospheric visual directed by May, which premiered on Halloween.

Centred on the feeling of sticking around for the wrong person, Chewing Gum explores the difficulty of letting go when you know someone isn't right for you. 

The video brings to life a spooky, sensual world, drawing on gothic aesthetics to create a visual that feels both seductive and eerie. Its dark atmosphere provides a fitting backdrop to a story of lingering attachment and the complicated feelings that keep us coming back to the wrong people.