J Mascis - Old Friends

What this video is

Released February 2, 2024, 'Old Friends' arrives as part of J Mascis's fifth solo studio album 'What Do We Do Now' on Sub Pop Records — his most critically lauded solo effort, described by MOJO as 'Mascis' most fully formed and direct solo set to date.' The choice of an AI-generated video places the release at the intersection of indie rock's DIY heritage and the emergent 2023–2024 wave of generative AI visual…

Why it matters

Represents J Mascis's acoustic-leaning indie/alternative folk-rock solo identity as distinct from Dinosaur Jr.'s loud electric persona. The AI-generated video format signals a new chapter in low-budget independent music video production, demonstrating how generative AI enabled Sub Pop-tier indie…

The director

Geddy Ruxpin is an AI-focused creative/director operating under the domain stressed.quest. Credited as the director of the official AI-generated music video for J Mascis's 'Old Friends' (2024), released via Sub Pop Records. Works within the generative AI art…