The Rifles Shares Music Video For “Sweetest Thing”

Partnering with Lacoste, UK–based The Rifles, premiere the official music video for “Sweetest Thing.” Directed by Ferry Gouw (Major Lazer, Roxy Music, Simian Mobile Disco, Bloc Party), the video is a collage of handpicked video and photo images mixed in with band footage.

Featuring Paul Weller on guitars, the anthemic “Sweetest Thing” is from the band’s third full-length album, Freedom Run (out now). Recorded at Paul Weller’s Black Barn studio and produced by the legendary Chris Potter (The Clash, The Rolling Stones, The Verve), Freedom Run is shaping up to be their most accomplished album to date, developing the band’s sound into something fresh and energized, while maintaining all the hallmarks of a classic. Critical responses, so far:

"Bright harmonies, brighter guitars and every classic songwriter trick in the book. As good guitar pop as you'll hear all year" - NME
"A thoroughly elated experience. In The Rifles’ world a life affirming anthem is no more than a few moments away" - The Word
"Perfect - their tender and bittersweet lyrics pull hard on the heartstrings" - The Sun
"Epic yet companionable - thrills and melodic cascades aplenty" - The Mirror
"They know how to rip up the script. Excellently delivered" - Artrocker

The hugely creative lads have also launched their own beer. Served cold in 330ml bottles, ‘The General’ comprises a combination of Maris Otter Pale malt and fine wheat malt. For further details, see

Current UK Tour dates:

29-Mar Manchester, UK @ The HMV Ritz
30-Mar London, UK @ Shepherd's Bush Empire
31-Mar London, UK @ The Troxy

Press contact: 

Danielle Romeo |