Grimes came out swinging in late June with “Go,” her first major release since signing with Jay Z’s Roc Nation, and a song originally intended for Rihanna. But RiRi’s loss is the Canadian producer/writer/singer born Claire Boucher’s massive gain. That track, which features Vancouver beatsmith Blood Diamonds (a.k.a. Mike Tucker) has made significant waves, racking up over 1.5 million plays on SoundCloud and, now, inspiring a pretty wow-worthy video. Seen above, the clip is a sci-fi homage to Dante’s Inferno, and it even opens with a reading from that hallowed book by screenwriter David Hayter (X-Men, X2, Watchmen). What happens next is a wild visual feast of claustrophobic demonic dance and gorgeous post-apocalyptic imagery.
Boucher co-directer the video with her brother Mac (Roco-Prime), and had this to say:
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.