That Dog. - Never Say Never

What this video is

Released in April 1997 on DGC Records, 'Never Say Never' represents the apex of That Dog.'s commercial ambitions and the broader late-wave alternative gold rush in which major labels like Geffen/DGC aggressively signed and promoted indie-leaning acts in the post-Nirvana market. The band occupied a unique intersection of LA indie rock, power-pop, and chamber-inflected alternative, featuring three-part female…

Why it matters

Represents a refined specimen of mid-90s female-fronted alternative power-pop at the major-label/indie crossover threshold. The video and song document the DGC Records alternative roster aesthetic — rapid-cut performance clips shot with kinetic energy and warm SoCal naturalism — and stand as a…

The director

Mark Kohr is an American music video director based in the San Francisco Bay Area. He began directing music videos in the late 1980s and founded Fire Ball Films, a San Francisco-based production company. He worked on The Nightmare Before Christmas (1993) as…