A music video that features a 'crude and childish style of animation'
By Abdullah Al-wali on January 27th 2016
Not digging too deep into the archive on this occasion but ‘Not Afraid to die’ by Hot Sugar missed our radar when it was released last year. The track begins with a melodic, de-tuned music box that develops into a catchy, percussive laced beat that reminds us of Nosaj Thing. The accompanying music video uses CGI of a modern child dwelling on their computer in their bedroom, the internet being their only contact to the outside world. The video purposely uses ‘amateur 3D rendering’ and becomes more glitchy and abstract throughout. The artist explains:
Not Afraid To Die portrays a bleak portrait of a modern child isolated in his bedroom with no exposure to the outside world beyond his computer. Suffering from boredom, depression, comfort and dependence, the light of his desktop monitor has replaced the sun and the infinite knowledge of the internet is his room’s only window. With no contact to the outside world, and no perceived primitive threat, the child drifts between delusion and reality. Regardless of whether its voluntary or accidental, he ultimately succumbs to his secluded lifestyle and lets himself melt into the void he chose to exist in.
I’m a fan of amateur 3D rendering and I wanted to tackle a heavy concept with what is generally perceived to be a crude and childish style of animation. The animators at Wolfshirt play with abstractions are into the deterioration of 3d models so I knew they were right fit to execute the concept. The models and character in the video are connected & influenced by the different instruments in my song so by the end of the video it feels like the track is stretching him into shards of data.