Now, Now have released their new music video for single MJ, a haunting and arresting visual that features frontwoman KC Dalager living out a David Lynchian-style mystery. The song, which Pitchfork previously hailed as a prime example of how the Minneapolis-based duo is so “adept at finding sweet spots between nervy emo and shimmering, Carly Rae Jepsen-like pop,” is perfectly complemented by the dark video treatment.
Co-Directed by Alexa San Román and Dalager, the video also features visual effects and animation by Hale, who learned video mapping and animation specifically for this video, utilizing After Effects and Cinema 4D for the very first time. MJ concludes with an eerie and inventive outro, one that shows Dalager’s character entering into another dimension once the music has faded out.
The band will be joining St. Lucia on the road this week, kicking things off in Columbus, Ohio, and culminating with a hometown Minneapolis show this Friday, October 5. This run will include their last US dates for 2018, but they’ll be back out west in January-February 2019 with Hippo Campus.
Now, Now are capping a stellar year for the band, which saw their resurgence following a five year break since their critically acclaimed 2012 LP Threads. After tempting fans with the release of singles SGL and Yours in 2017, they delivered Saved in May of 2018, their stellar full-length which has received extensive praise. In the spring of 2018, they joined Paramore on the band’s Parahoy! cruise, and this past summer, embarked upon their first-ever national headlining tour, playing coast to coast and selling out rooms in Los Angeles and New York City.