Mass Gothic - Keep On Dying

What this video is

Released August 31, 2018 on Sub Pop Records, 'Keep On Dying' arrived as the lead video for Mass Gothic's second album 'I've Tortured You Long Enough,' the first record by the husband-and-wife duo of Noel Heroux and Jessica Zambri working as full co-equals. The video's lo-fi, band-as-themselves documentary style reflects the album's thematic core: an unguarded creative and personal union. The warm, dimly-lit footage…

Why it matters

Represents the late-2010s Sub Pop synth-indie vérité video mode: a rejection of constructed narrative in favor of candid band portraiture. The fast editorial rhythm (avg 2.19s shot, 91 cuts over 3:19) maps the kinetic energy of the synth-pop track onto a domestic collage format, functioning as a…

The director

Nira Burstein is an award-winning New York City-based filmmaker. She graduated from Queens College, City University of New York, and has written, directed, and produced multiple short films and music videos since 2007. In 2021, Filmmaker Magazine named her…