VIDEO: The Rifles – ‘Sweetest Thing’


On January 16th 2012 The Rifles release ‘Sweetest Thing’. It features one Paul Weller on guitar and is the second single from their critically-acclaimed third album ‘Freedom Run’.

This hugely uplifting single sees the band at a new peak of songwriting skill and delivery. As the feverish crowd at their recently sold out Forum gig attested, ‘Sweetest Thing’ is already a live anthem and will no doubt be a festival favourite next year.

2011 has been a great year for The Rifles. With an a air of optimism and positivity bolstering the band, ‘Freedom Run’ was recorded at Paul Weller’s Black Barn studio and produced by the legendary Chris Potter (The Clash, The Stones, The Verve). It shaped up to be their most accomplished album to date: the ante was considerable upped and the band’s sound developed into something fresh and energized, but will all the hallmarks of a classic.

The Rifles then set off on a massive headline tour and sold out every venue. If all that wasn’t enough the band launched their own beer. Served cold in 330ml bottles, ‘The General’ comprises a combination of Maris Otter Pale malt and fine wheat malt, which gives the refreshing brew real zest. For further details, see

The video for ‘Sweetest Thing’ was created by the hotly-tipped director Ferry Gouw, the man behind recent artwork and videos for Major Lazer, Mad Decent, Roxy Music, Simian Mobile Disco and Bloc Party.

Live dates
Thursday 29th March @ The HMV Ritz, Manchester
Friday 30th March @ O2 Shepherds Bush Empire (The London Weekender day 1)
Saturday 31st March @ The Troxy (The London Weekender day 2)


God is in the TV is an online music and culture fanzine founded in Cardiff by the editor Bill Cummings in 2003. GIITTV Bill has developed the site with the aid of a team of sub-editors and writers from across Britain, covering a wide range of music from unsigned and independent artists to major releases.