Born Ruffians haven’t lost their weird sense of humor since the early announcements of their latest LP RUFF. Today the band unveiled a new music video for “(Eat Shit) We Did It” via Noisey.
Staying true to the non-sequitur dark comedy style using with film grain textures and old cassettes, Born Ruffians latest music video continues along with their Memory Hole-inspired videos. The band, indifferently trash their garage-set up room, with the help of some friends who don’t quite get what to do with food.
Guitar and lead singer Luke Lalonde had this to say about the video: “The song is very reactionary to something kind of shitty happening and the feeling of getting over it. It doesn’t have to be triumph, sometimes you just want to celebrate your ability to continue on in the face of any adversity. I think telling people to ‘eat shit’ is a really obnoxious thing. It’s something you feel more than you actually say out loud. The song was always meant to be a bit funny. I think the video reflects the weird and funny nature of the song.
Director Roger Galvez commented on the style as well, saying “We really focused on the ‘eat sh*t’ part. The senseless and detached destruction of a basement party by a group of brainless guests seemed fitting for a song that expresses resentment and triumph over the unavoidable obstacles involved in ‘making it,’ whatever that means to the viewer. A ‘f*ck yeah’ sort of thing.”
Check out the video in the player above.