Matt Mahaffey has been making synth-heavy pop music under the name Self for nearly 20 years while also freelancing for a diverse range of artists including Pink, Lupe Fiasco, and Beck. Next week he’ll release Super Fake Nice, his first new album since his 2005’s album Porno, Mint, & Grime. Since then the Internet has grown considerably, and so has its role in promoting new music.
Mahaffey’s obviously been paying attention. “I’ve always fancied myself a person who’s ahead of the curve,” he says, “and with this video, I really think that making videos of cats is going to catch fire on the internets. I wasn’t available to be at my own video shoot and I refuse to allow my band to have a moment in the sun without me so we hired this rad cat band that I’ve been a fan of for a while.” Who knows? Maybe this crazy idea of putting cute cat videos online will catch on.