J Mascis - Set Me Down

What this video is

Released December 12, 2023, 'Set Me Down' is the second single from J Mascis's fifth solo album What Do We Do Now (Sub Pop, February 2, 2024), his first solo LP since 2018 and his first to incorporate full drums and electric leads alongside acoustic rhythm guitar. The animated video format — centered on an adventuring animated rodent — reflects a broader 2020s indie practice of deploying animation for single…

Why it matters

Represents the intersection of 1990s American alternative rock legacy and 2020s indie solo-artist release strategy. The warm, saturated animated aesthetic softens the alt-rock brand toward a broader streaming demographic while the rapid editing pace (1.48s avg shot) reflects contemporary content…

The director

Award-winning British filmmaker, writer, director, and editor based in Manchester, UK. Also works as a stop-motion animator. IMDB credits include short films (The Wayward Son, 2013; Walter & Goose, 2014; Charlie the Splendid, 2014) and music videos including…