Papercuts - Do What You Will

What this video is

Released in early 2011 as the lead single from Papercuts' Fading Parade — the band's Sub Pop debut — 'Do What You Will' arrived at a pivotal moment when dream pop and psych-folk were being repatriated from the UK indie blogosphere back to a Northern California lineage. Jason Robert Quever's project, rooted in San Francisco DIY culture since 2000, gained mainstream indie visibility through the Sub Pop imprimatur.…

Why it matters

A key document of early-2010s Sub Pop-era dream pop, bridging bedroom lo-fi aesthetics with a 1960s Wall of Sound sensibility. Papercuts occupied a distinct niche: West Coast psychedelic atmosphere without the aggression of shoegaze, closer in spirit to Sarah Records than My Bloody Valentine. The…

The director

Yours Truly Creative is a San Francisco-based design and story studio co-founded by Babak Khoshnoud (creative director, photographer, BFA in Graphic Design and Photography from Massachusetts College of Art and Design) and Will Abramson (editor, producer).…