Mass Gothic - How I Love You

What this video is

Released April 2019 as a belated visual companion to Mass Gothic's second Sub Pop album I've Tortured You Long Enough (August 2018), this video arrives during a period when indie labels were investing in visually distinctive, low-budget CG-driven music videos as a streaming-era differentiation strategy. The video eschews performance entirely in favor of abstract environmental narrative — a choice aligned with the…

Why it matters

The video exemplifies a late-2010s tendency within Sub Pop's indie roster to pair emotionally direct songwriting with visually abstract, non-performance music videos. Its fully CG construction — rare for an independent act at this budget tier — positions it as a notable artifact of the…

The director

Evan Fellers is a US-based director, VFX artist, and creative technologist. He attended Berklee College of Music (2000–2003), worked as Owner, Creative Director, and VFX Artist at Halfadeer, and later founded Black Math, a creative studio. He has also…