This Frontier Needs Heroes - ＂2012＂

What this video is

Released in late 2011/early 2012 as a limited 7" vinyl single with pyramid packaging, '2012' captures the millennial folk underground at a pivotal moment: the Mayan calendar apocalypse meme saturated popular culture, and bands like This Frontier Needs Heroes channeled Woody Guthrie-era protest sincerity into a Bandcamp-distributed, self-released, touring-dependent model. The duo — Brad and Jessica Lauretti —…

Why it matters

A representative artifact of the early-2010s alt-folk/Americana underground, '2012' by This Frontier Needs Heroes documents the moment when the Mountain Goats-influenced, lo-fi, heart-on-sleeve folk tradition collided with the internet distribution revolution. The video is significant as an…

The director

Jacksonville, FL-based filmmaker with a background in independent film and national television. Worked with MTV Networks, VH1, and Logo Network in a production management capacity (2005–2006), leading teams on series including projects for MTV, VH1, and…