Seether - Fake It

What this video is

Released in October 2007 as the lead single from Finding Beauty in Negative Spaces, 'Fake It' arrived at a moment when post-grunge hard rock was achieving its widest mainstream penetration. The song debuted on a MySpace-era landscape where rock acts competed directly with hip-hop and pop for chart dominance. The video's self-aware deconstruction of music video clichés — glamour models, private jets, snowy…

Why it matters

A landmark post-grunge crossover single, 'Fake It' reached #1 on both major rock Billboard charts and was later ranked #10 on Billboard's retrospective of the 100 most successful Hot Mainstream Rock Tracks songs ever. Its video is a rare instance of self-reflexive meta-commentary within the hard…

The director

Tony Petrossian is a commercial and music video director based in the US, affiliated with Rockhard Films. He received MTV Video Music Awards nominations for Best Director and Best Editor, the SXSW Audience Award, a Grammy Award, a Much Music Video Award, and…