Jo Passed - MDM

What this video is

Released February 27, 2018, 'MDM' arrived as the debut single from Jo Passed's first full-length Their Prime on Sub Pop and Royal Mountain Records — a dual-label deal marking a rare Canadian act crossing into Sub Pop's international infrastructure. The video's conceptual framework, explicitly tied by bandleader Jo Hirabayashi to Marshall McLuhan's media theory and the lived experience of excessive smartphone use,…

Why it matters

MDM is a flagship artifact of late-2010s Canadian post-internet art-rock: a genre moment defined by lo-fi indie production values meeting media-theory lyrical content. The track and video together represent the Sub Pop signing of a Canadian DIY act whose aesthetic — dense, fast-cut, conceptually…

The director

Eleanor Petry is a New York-based photographer and director originally from Seattle, WA. A self-taught visual artist, she began photography at age 12 and has worked across music, fashion, editorial, and documentary. Her work foregrounds emotion, human…