Nothing More premieres music video for ‘Existential Dread’
Notably, on August 18, Nothing More, a three-time Grammy-nominated rock sensation, released their new video, “Existential Dread,” which swiftly ignited discussions within the rock community long before its official debut. The controversy surrounding the video stemmed from its innovative deployment of artificial intelligence technology.
Directed and edited by Jurassic Smoothie, the video leveraged AI tools to generate visual elements, which were subsequently honed, restructured, and incorporated into the final product. Following the unveiling of a teaser trailer on August 15, online discussions escalated, focusing on the intersection of AI, music, and visual art.
Frontman Jonny Hawkins, in response to the criticism, clarified in an interview with RockFeed and via the band’s Instagram that AI was a tool utilized to bolster the video’s aesthetic, rather than solely generate it. He emphasized the distinction between machines aiding in artistic creation versus machines autonomously generating content, drawing parallels to Nine Inch Nails’ use of technology to reshape their music.
The release of “Existential Dread” coincided with Nothing More’s success with their track “Freefall,” featuring Chris Daughtry, reaching the top spot on both Billboard’s Mainstream Rock Airplay and Mediabase’s Active Rock charts. The band unveiled a revised version of the song in March alongside a poignant video depicting the narrative of a firefighter grappling with mental health struggles who finds solace through connecting with a stray dog.
By merging human ingenuity with cutting-edge technology, Nothing More continues to establish themselves as innovators, consistently challenging conventional boundaries in the music industry. The video for “Existential Dread” showcases their commitment to pushing the envelope creatively, captivating audiences worldwide with their unique vision.
In the realm of rock music, Nothing More’s exploration of the symbiosis between traditional artistic methods and emerging technologies opens up a realm of possibilities, prompting reflections on the evolving landscape of art and the role of AI within it. As spectators dissect the nuances of the video, the band’s ability to navigate this delicate balance underscores their position as pioneers in harnessing technology for creative expression.