Alaska Reid - Warm

What this video is

Released in December 2020 during the height of the COVID-19 pandemic, 'Warm' serves as the closing single of Alaska Reid's debut EP Big Bunny on Terrible Records. The video reflects a COVID-constrained production reality: shot across Montana and Los Angeles, it documents the geographic and emotional dislocation at the heart of Reid's songwriting. The collaboration with A. G. Cook — head of PC Music and a defining…

Why it matters

Represents a pivotal sub-genre moment where PC Music production aesthetics were being applied to Americana and indie singer-songwriter frameworks, expanding both genres' cultural reach. As one of the earliest examples of A. G. Cook directing a music video, it is also a document of PC Music's…

The director

A. G. Cook (born Alexander Guy Cook) is a British musician, producer, and founder of the PC Music record label. He is widely known for his production work with Charli XCX, Jónsi, and Caroline Polachek, and is a central architect of the hyperpop and PC Music…