Ty Segall generally doesn’t keep fans waiting too long for his next album, and he’s kicked off the new year with his latest, “Emotional Mugger.” The record has been receiving solid reviews, and for the first video from the album, the musician has turned to a frequent collaborator to deliver what might be his most ambitious effort yet.
Director Matt Yoka, who has previously helmed spots for Segall’s “The Singer,” “Thank God For Sinners,” “Goodbye Bread,” and the Webby Award-winning “Manipulator” returns with the inventive video for the album exclusively premiering today on The Playlist.
Boasting an early-David Cronenberg vibe, the long-form music video cuts together various version of songs from Segall’s album into one epic 14-minute effort, delivering bold visuals, great special effects, and a distinct framework for the musician’s rock ‘n’ roll.
“The ‘Mugger’ video is a reflection on Los Angeles (and in general, urban plight and anxiety). Ty and I are big fans of practical/in-camera gore and effects, so this was an opportunity to experiment with those traditions. It’s just important for me to use those effects as commentary (in the vein of Terry Gilliam and David Cronenberg),” Yoka said in a statement. “One thing I think is cool about the video, is that Ty and (the album’s producer) F. Bermudez remixed the album specifically for the video… unlike most music videos, when you watch ‘Emotional Mugger’ you are getting to hear different versions/interpretations of the music — so watching this video is not really about hearing music from the album as it’s getting another experience from the ‘Emotional Mugger’ dimension.”
“Emotional Mugger“ is in stores now via Drag City, and Ty Segall is back on the road on February 17th. Watch below.