Bob Mould has been a legend in the punk and alternative rock scenes for 30 years thanks to his work in bands Hüsker Dü and Sugar. In his new video for "I Don't Know You Anymore," the first single off his upcoming album Beauty & Ruin, however, he seems a bit behind the times. Luckily, Colin Meloy (of The Decemberists) swoops in and gives Mould some funny advice on how to reach the modern day masses. Watch the video above via Funny or Die.
The sketch in the beginning is full of comic send-ups of modern culture, with Meloy giving Mould advice on how to properly announce a record on social media, utilizing everything the internet has to offer, from Facebook to Blorph (The Decemberists' new app, "it'll change the way you think about thinking about ordering faux-bacon kale infused vegan donuts at 2 am.") Meloy is hysterical as he parodies the hipster, he talks about his love of shea nut butter mustache wax and leaves to go to a "wine throwing" party with a random mix of Portland-based musicians and athletes. Mould portrays the straight man willingly, takes all the advice in stride, and begins work on making "I Don't Know You Anymore" the hottest single out there.
The music video segment features Mould and his bandmates dressing up in genius bar style outfits, making deals with record store owners, and going out on the street with fliers, all in order to draw hype for their "one of a kind, limited edition single." It's a silly jab at tech fascination as he doesn't actually offer anything digital, just the single packaged in an Apple Store box, but the crowd's reaction to them at the end is priceless.
Beauty & Ruin will be released June 3rd on Merge records. The album is available for pre-order on iTunes and Amazon. For more information on Bob Mould, including music, news and tour dates, check out his Zumic artist page.
Source: Funny Or Die