The video for Sweater Beats and Icona Pop's super-poppy "Faded Away," is a 16-bit cinematic production that will make you want to live in a video game. In the clip, produced by David Dutton, a yellow hooded figure moves through a retro world of crazy stuff. It's cute!
In an email to The FADER, Sweater Beats broke down how the song and visual came together. "I’m very excited to finally share my new single and music video with the world!," he said. "I’ve been a longtime fan of Icona Pop and it’s so surreal to have them on the track. The song is very personal to me, it came about after going through a rough break up. I think we’ve all been through heartbreak of some sort and all we want is a way to get through it (sometimes in a self-destructive method). Even though the tone of the song is a bit dark, it still feels fun and high energy. I wanted the video to reflect that and it came out better than I expected! I grew up playing Sega Genesis, and the 16-bit aesthetic takes me back to watching the cut scenes from ‘Streets of Rage II’."
Icona Pop definitely shared the excitement. “We are so excited about our new song with Sweater Beats," they said. "The music video for our collaboration “Faded Away” lives out our secret fantasy to sometimes escape into a purely digital world when reality sucks.”
Thumbnail via Fredrik Etoall