There's a whole lot of revelry and even more oddness in this anything but funereal video for indie folk act Fruit Bats.
Ryan McNeil of The General Assembly, directors: We grew up in the Texas-Oklahoma Bible Belt and have always wanted to do a video that pays homage to church revivals. The original idea was that it would be a normal church service that morphs into this Pentecostal, holy-roller freakout. We wanted the ending to be more epic, so we made the whole scenario fit into the context of a sort of modern-day viking funeral. We weren't sure if the treatment was going to be too weird for the band, but Fruit Bats singer, Eric Johnson, was immediately on-board. As a side-note, the photograph of the deceased is actually a picture of my uncle David who lives in Texas and has no idea that his own funeral has become the basis of a music video.
--> watch "The Ruminant Band"
Fruit Bats "The Ruminant Band" (Sub Pop)
The General Assembly, directors | Town Hall, production co
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