Yuno - No Going Back

What this video is

Released February 21, 2018, 'No Going Back' arrived at a pivotal moment in indie-pop's digital democratization. Yuno's total creative control — self-producing, self-directing, self-editing — exemplifies the bedroom-pop auteur paradigm that defined the late 2010s, where platforms like Bandcamp, Spotify, and YouTube enabled artists to bypass traditional gatekeepers. His signing to Sub Pop by Ishmael Butler of Shabazz…

Why it matters

The video is a defining artifact of the late-2010s bedroom-pop and DIY indie-pop wave — a peer set including Rex Orange County, Clairo, and Beabadoobee — in which the music video itself became an extension of the artist's solo creative practice rather than a separate commissioned product. Yuno's…

The director

Yuno is a Jacksonville, Florida-based singer-songwriter, multi-instrumentalist, and visual artist. A self-taught musician, producer, and director, he writes, records, and produces all his own music, shoots his press photography, designs album art, and…