Lifter - The Rich, Dark, Sultry Red Of Hate

What this video is

Released in 1996 as part of Lifter's Interscope debut 'Melinda (Everything Was Beautiful and Nothing Hurt),' this video exists at the intersection of the post-grunge major-label gold rush and the waning commercial viability of raw, guitar-driven alternative rock. Lifter, a Los Angeles band with roots in the Silverlake scene, were signed to Interscope after a stint on indie labels Fingerpaint and Triple X. Despite…

Why it matters

Documents the tail end of the major-label post-grunge investment cycle, where Interscope and similar labels signed Los Angeles underground acts with significant production budgets but limited mainstream traction. The video is a cultural artifact of MTV's 120 Minutes ecosystem and the CMJ college…

The director

Jonathan Craven is an American director, producer, and writer raised in New York, son of horror director Wes Craven. He built an extensive career in music video and commercial production, later serving as Partner, Executive Producer, and Head of Content at…