Sonic Youth - 100%

What this video is

Released in July 1992 as the lead single from Sonic Youth's seventh studio album Dirty on DGC Records, '100%' arrived in the immediate wake of Nirvana's Nevermind and the major-label alt-rock explosion. The video fuses two distinct Los Angeles subcultures — the noise-rock/art-rock underground and the street skateboarding scene — through the complementary sensibilities of its two co-directors. Jonze's direct lineage…

Why it matters

A pivotal document of early-1990s alternative rock's visual language, '100%' represents one of the first major music videos to transplant skate-video verité aesthetics directly into the rock music video format, establishing a template widely imitated throughout the decade. It also marks the…

The director

Tamra Davis (born January 22, 1962) is an American film, television, and music video director who directed over 155 music videos across her career, beginning with acts including Tone Loc, Depeche Mode, NWA, Indigo Girls, Hanson, and Sonic Youth. She made her…