If people want ice cream, someone is going to make ice cream and sell it to them. It seems like the entire world wants MTV and MTV is not willing to give them what they want, why? It’s the most f—ing bizarre thing. Not because it went away, these artists, this form of artistic expression of music videos is a dying form. Nobody does cool videos, only pop and hip-hop bands do because they still spend the money because they have the money for it.
We are one of the bands that are fairly successful so we could actually afford to do these videos, but even for us, why? What for? It became a question mark. Imagine, and this is sad about the music industry, when the record label is telling the band, ‘Hey guys you need to do a music video’ and the band goes, ‘Nah, we don’t want to.’ Is it not crazy, how that changed around? So what we said was, ‘Look, we’ll do a video but if we do a video then we want to do a proper video. Otherwise we’re not going to make one. We don’t want to. We want a wide screen, big format, a long format, video. Not some stupid camera, we want the real deal.’ And that’s what we did. Like a mini-movie.