After dropping the track alongside a puppet-themed visual previously, nothing,nowhere. has now released the official music video for his 'fake friend', and it's something we can all relate to in some way.
Documenting the chaos of a teen being hypnotized and overwhelmed by his phone, which by chance has Joe and his band playing on the screen, it's an outlandish yet poignant concept that feels all too familiar with the technology-based society we find ourselves in right now.
Let Joe offer up a bit of context:
“I was always so enamored by the over the top 90’s commercials as a kid. There is something comforting looking back at them now. The ‘Fake Friend’ music video combines the comfort and simplicity of the 90’s, with the never-ending stimulation of the 2020’s. We wanted to visually tell the backstory of this ‘Fake Friend’ and show how technology and social media can deteriorate you.”