Santigold - Big Mouth

What this video is

Released January 18, 2012 as a free download ahead of Santigold's second album Master of My Make-Believe (Downtown/Atlantic, April 2012), 'Big Mouth' arrived during a peak moment for web-native music video culture, with Pitchfork premieres serving as a primary launch platform for indie and alt-pop artists. Produced by Switch (of Major Lazer) and Buraka Som Sistema, the track fused kuduro, dancehall, and global-bass…

Why it matters

A landmark example of early-2010s global-bass alt-pop, 'Big Mouth' synthesizes kuduro rhythms, dancehall energy, and indie-art-pop visuals into a cohesive statement. The video represents the apex of Cody Critcheloe's hand-drawn animation approach within the music video form, anticipating the…

The director

Cody Critcheloe is an American director, photographer, visual artist, and musician, known professionally also as SSION. He studied at the Kansas City Art Institute and built his reputation through the music/visual project SSION, developing a maximalist…