Self - So Low

What this video is

Released as the second single from Self's debut album Subliminal Plastic Motives (Zoo Entertainment/Spongebath Records, October 1995), 'So Low' appeared in early 1996 during the apex of MTV's alternative rock rotation era. Self, led by Matt Mahaffey from Murfreesboro, Tennessee, represented a Southern indie strand of mid-90s eclecticism — fusing post-grunge guitars, hip-hop sampling, and power pop hooks in ways…

Why it matters

Self's 'So Low' is a document of the mid-90s alternative rock microgenre that blended sample-based production with melodic rock — a sound that anticipated early 2000s indie pop. The video's MTV placement and KROQ airplay confirmed the band's crossover viability and illustrates how regional acts…

The director

Jesse Peretz (born May 19, 1968, Cambridge, MA) is an American director and Grammy Award winner. A founding bassist of The Lemonheads, he transitioned to directing music videos in the early 1990s, working with The Lemonheads, Foo Fighters ('Big Me', 'Learn…