Mass Gothic - J.Z.O.K.

What this video is

Released June 20, 2018 as the lead video single from Mass Gothic's second Sub Pop album 'I've Tortured You Long Enough', 'J.Z.O.K.' arrives at a moment when indie rock duos were increasingly foregrounding intimacy and collaboration as aesthetic statements. Mass Gothic — the husband-wife duo of Noel Heroux and Jessica Zambri — made the video's romantic partnership inseparable from its artistic identity. Shot in the…

Why it matters

Represents the Sub Pop-distributed indie synth-rock video form of the late 2010s: low-budget, location-shot, director-as-recurring-collaborator model. The video exemplifies the era's preference for authentic urban texture over constructed set design, and demonstrates how rapid editing can coexist…

The director

Addison Post is a music video director operating under the Loroto Productions banner, based in the Boston-to-New York corridor. Post developed an ongoing creative relationship with Mass Gothic, directing their 'Every Night…', 'Nice Night', and 'J.Z.O.K.'…