Grimes (aka Claire Boucher) made waves when she first released Go, a song originally intended for Rihanna, in June. Already amassing over 1.5 million plays on SoundCloud, the strobing, left-field pop track was the first track from the singer in two years. Boucher has now released the music video; a visual smorgasbord of post-apocalyptic imagery featuring some serious dance moves by the singer.
The video was co-directed by Boucher herself, alongside her brother, Mac. She describes the concept below:
“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.”