In his quest to tackle the heavy side of lost love on the 7-inch, You Know I Loved It, Nyiko has sought to weave the power of songs and visuals together. After the release of the “You Know I Loved It” music video in June, Nyiko Beguin wanted to engage with nostalgia and loss head-on with the video for the B-side, “Drag Me Down”. Mind Equals Blown is here with the exclusive premiere of the “Drag Me Down” music video.
Like “You Know I Loved It”, Beguin combined analog video technology, a small team and dense source material to produce “Drag Me Down”. In this video, Beguin said that he focused less on constructing a concrete plot, emphasizing the themes of the track and its associated emotions.
“This video is about the feeling of depression or kind of a looming anxiety, and a feeling of isolation that is inherent to depression,” he said. “It is trying to represent that in a way that I think is pretty clear, but also just aesthetically pleasing, visually pleasing.”
The video features shots of Beguin isolated in different areas of his home, with a dark specter looming around him. Lyrics from the song pop up across the screen throughout, with dark trees and landscapes of Southern California passing across the screen. He said that the black, ghost-like specter is a visual representation of depression.
“With depression, it’s not something that you can necessarily see with someone,” Beguin said. “This specter…it’s this presence of something else that maybe not everyone else can see, but you are always feeling.”
Beguin’s small crew of one illustrator and two graphic designers used Hi8 cassette to film the video. Beguin said that the restrictions of analog taping pushed him to be more intentional in producing the video.
“We used this format of the Hi8 cassette tape just as a way to make it feel like it’s from the past, but that it’s also filmed in present day. So it has this almost semi-nostalgic element to it, you can’t really place where it is or when it was filmed,” he said. “With these types of formats, you need to be a lot more thoughtful about what you’re capturing, as opposed to digital. I find that exciting, and it makes me think about the framing of what we’re doing a lot more. For all of these shots, it was like one or two takes.”
Click play below to check out the new video:
You Know I Loved It is out now on vinyl or cassette via Bandcamp. The 7-inch features “Drag Me Down” and its A-side, “You Know I Loved It”, along with reworked contributions from the likes of Tyler Daniel Bean, Suplington and Sasquatch. It is available to purchase or stream here.