The final moments of the clip make use of real childhood footage of Kills and her family, suggesting that there’s some truth to the fictional narrative at the front end of the video. If so, it makes the video — directed by Kills’ frequent collaborator Guillaume “G.” Doubet — feel all the more haunting. But more than that, it tells the viewer something very personal about Kills, who always felt (to me) more like a series of postures than an artist who was relatable on a human level. As with the song, the video makes her truly vulnerable. It’s the smartest career move she’s made.
Watch up top.