igorrr
16:41 Wednesday, 9 April 2025
Igorrr recently announced their new record Amen for September 15 alongside a stream of the first single "ADHD". The single came alongside a completely batshit insane music video by Meat Dept., which extensively used AI technology. So what's the deal? Was this just a plug-and-play situation like so much AI generated nonsense is today? Nope!
According to Igorrr mastermind Gautier Serre, Meat Dept. extensively (and ethically) trained the AI using their own artwork and properties to create the video. The video also reflects the music of "ADHD", in that it's impossible to recreate in the real world. Check it out below and pre-order Amen here!
"The music of 'ADHD' was in the making for quite a long time – a couple of years actually," said Serre exclusively to Metal Injection. "I wanted to take time to experiment with that unreal feeling coming from real drum sounds, and use those glitches almost as an instrument that makes actual notes. If you pay attention, the drums are actually playing a melody that follows the bass, and that has been done only by audio glitches and not synthesizers.
"This track is not humanly possible to play with real instruments, so I thought it was a great opportunity to call back my friends from Meat Dept. They always create a kind of surrealist imagery for my music, as they did on 'Very Noise' back in the day, and this track 'ADHD' is completely in that vein.
"We started the clip in 3D like we did for 'Very Noise', but at some point we were laughing so hard while messing around with AI that the clip ended up as a mix of both technologies.
"Meat Dept. actually trained the AI extensively with their own work so we could maintain that 'Very Noise' feel, but it was pretty hard to create an actual storyline throughout with this very new and unstable technology, especially with two main characters that had to be and look like the same person until the end. AI technology still lacks accuracy and doesn't consistently show the exact same character every time. Even still, a lot of work from Meat Dept. was put into this piece.
"The music approaches a difficult topic, which is a condition affecting real people that makes their life a bit less real, so I created it with tools that take roots from the sound of real instruments and make them less real through glitches. And the music video does the same."
