Cup, the fantastic new moniker of Finland's Shine 2009, have released their debut video, directed by the artist Jaakko Pallasvuo. Like Cup's music, Pallasvuo's video is a graceful blend of smart and dumb. His take on "Samish Bottle," a delicate rave song with no lyrics, is full of quotations from "Demythologizing Consumption Practices: How Consumers Protect their Field-Dependent Identity Investments from Devaluing Marketplace Myths" (available in its entirety here), a 2010 journal article by Zeynep Arsel and Craig J. Thompson about the consumer identity paradox of the "hipster myth," where certain brands and aesthetics are at the same time building blocks of an indie identity and the cliché commodities their buyers are trying to escape. Cup's Red Book LP is due later this summer, via the band's Expo imprint.