Kerli - Army Of Love

What this video is

Released in December 2010, 'Army of Love' represents Kerli's deliberate stylistic pivot from the goth-rock sound of her 2008 debut 'Love Is Dead' toward electronic dance, a shift she described as developing a new aesthetic she called 'Bubble Goth.' The video was filmed entirely in Estonia and mobilized Kerli's dedicated fanbase — the 'Moonchildren' — as literal extras and symbolic subjects of the narrative,…

Why it matters

A landmark single in the early EDM crossover movement, 'Army of Love' bridged the gap between alternative-pop and club culture, charting for 11 weeks on Billboard Hot Dance Club Songs and peaking at #1. It is a foundational artifact of the 'Bubble Goth' aesthetic and represents one of the first…

The director

Estonian director and founder of Caviar Productions (Caviar Films), based in Tallinn, Estonia. Background includes training at the New York Film Academy. Active since at least 2005, with a portfolio spanning 500+ projects including music videos, TV…