We last reported on Roc Nation’s eccentric producer-performer-fairy Grimes when she released a song she’d originally penned for Rihanna. After the song was not picked up, Grimes went ahead and made it her own, unveiling its accompanying video today. Featuring a reference to Dante’s famous Inferno, the video was self-directed by Grimes along with her brother. Read what Boucher had to say about it below, and watch the video above.
In the inferno, people’s actions in life echo eternally. Mike (Virgil) and I (Dante) wander through the circles of hell. It’s not a traditional hell, it kind of reflects stuff that’s going on today. We shot a bunch at the Salton Sea, which is basically an apocalyptic wasteland filled with dead fish because of human carelessness, [and in] a hallway of bullet holes a la Korn "Freak On a Leash," etc. If you look closely you can find clues. But in the usual fashion it is also abstract enough to just be a trippy visual accompaniment to the song.