In conjuction with the announcement of their world tour, Cloud Nothings debuted the video for their song “Now Hear In,” from their latest album Hear and Nowhere Else. The video was directed by Toro y Moi guitarist and Fork and Spoon Records co founder Jordan Blackmon as he spliced together VHS footage from the vaults of Los Angeles’ acclaimed Cinefile Video that features his Toro Y Moi bass player Patrick Jeffords as the video’s protagonist. Jeffords is unrecognizable in an oversized cartoon head with a businesslike combover. Blackmon also includes his signature drawing and art style throughout the video. A style that should be easily recognizable to South Carolina indie music enthusiasts.
Blackmon said the video is “a loose cyclical theme of identity and ego-birth/death” using a combination of “shot, manipulated and found footage.”