Bully - Hard to Love

What this video is

Released April 20, 2023, 'Hard to Love' appeared as the third single from Bully's fourth album Lucky For You (Sub Pop, June 2, 2023). The video and song operate as a public statement on queer identity, gender nonconformity, and self-acceptance within the indie rock space. Bognanno's choice to self-direct — featuring herself in unremarkable suburban surroundings on a child's dirt bike — deliberately positions the…

Why it matters

Represents the evolution of Sub Pop's post-grunge indie punk lineage into a 2020s context of confessional, queer-positive alt-rock. The video's DIY self-directed format is emblematic of the democratization of music video production in the streaming era, where artist-controlled visuals have…

The director

Alicia Bognanno is the Nashville-based musician, songwriter, and producer behind the project Bully. She has recorded and produced her own albums, engineered records for other artists including The Mountain Goats' 2022 album Bleed Out, and released four…