Bully - Running

What this video is

Released December 13, 2017, 'Running' arrived as a companion to Bully's critically acclaimed Sub Pop debut 'Losing.' The video deliberately invokes the aesthetic of MTV's 120 Minutes and early-90s alternative rock video culture — grainy stock, handheld suburban vignettes, skate culture — situating Bully within a lineage of guitar-driven indie acts reclaiming 90s signifiers as a counter to the polished sheen of…

Why it matters

Bully's 'Running' video exemplifies the mid-2010s indie punk movement's deliberate aesthetic regression — using lo-fi VHS grain and 90s alt-rock signifiers not as poverty but as posture, placing the band in direct conversation with Nirvana/Pavement-era music video DNA. As a Sub Pop release, it…

The director

Alan Del Rio Ortiz is a photographer and director born in Texas, based in Brooklyn, NY. He has directed over 32 music videos across indie, pop, and electronic genres, with clients including Blood Orange, Major Lazer, Solange, Florence and the Machine, Tones…