AJR Drops The Mind-Bending Video For “100 Bad Days”
AJR first popped up on my radar way back in 2013 when the landed a surprise hit with “I’m Ready.” Since then, the siblings (the band’s name is an acronym of the initials of brothers Adam, Jack and Ryan) have reinvented themselves many times over and steadily built a devoted following with songs like “Weak” and “Burn The House Down.” The trio has another winner on their hands with “100 Bad Days.” A sing-along anthem about soldiering on through hard times, it has already amassed more than 20 million cumulative streams.
That number should skyrocket with the arrival of a mind-bending video. Directed by Tim Nackashi, the special effects-laden visual finds AJR — well, more specifically, their dismembered heads — performing “100 Bad Days” against a hallucinatory backdrop of digital wizardry. What technology was used to create this surreal mind-fuck? “[It] incorporates a pixel sorting effect with chroma key reveals,” according to the press release. Good to know. Watch the band’s soon-to-go viral video below.