Kiwi Jr. - ＂The Sound Of Music＂

What this video is

Released in August 2022, this video arrives during a sustained critical and subcultural rehabilitation of melodic, guitar-centric indie rock. Kiwi Jr., a Toronto quartet on Sub Pop, were identified by Bandcamp as "a central force in the jangle pop renaissance," connecting a transnational network of like-minded acts. The song itself is described by frontman Jeremy Gaudet as bordering on fan-fiction, drawing on…

Why it matters

Represents the 2022 wave of jangle-pop revivalism, placing Kiwi Jr. within a lineage traceable to Flying Nun Records, early R.E.M., and The Clean. The performance video format, stripped of narrative pretension, foregrounds the band's musicianship and fits within a broader early-2020s indie video…

The director

Canadian music video director whose credits include work for Sub Pop artists Kiwi Jr. ("Waiting In Line," "The Sound of Music"), Weyes Blood, and Jessica Pratt. Known for hazy, intimate performance-oriented visual work that complements introspective indie…