Awkward, lispy Claire Boucher is Grimes, 90’s über-label 4AD‘s answer for the 2012 apocalypse.  Lyrics that hint at the dangers of seeking the next high are visualized by director Emily Kai Bock and cinematographer Evan Prosofsky as high-testosterone sporting events in brightly-lit stadiums, frat house hazing, and men’s locker rooms.  Skinny Grimes seems out of place, wagging hotdogs about and waving spectators through frame, somehow indicating that these environments which are polar to her hipster grunge style are as dangerous as the drug-seeking within the lyrics.  It may be Kai Bock’s way of expressing condemnation of mainstream jock culture, or the juxtaposition may just be wish fulfillment for the outsiders behind the music.  In any case, Boucher’s ethereal voice and elfin ethic feels dreamlike and transcendent, as if oblivion is on the horizon of imagination.

Tags: 4AD, dreamlike, elfin, Emily Kai Bock, ethereal, Evan Prosofsky, Grimes, hazing, music video, stadiums, testosterone