When Grimes announced she would be fine with anyone training an AI on her voice to make music, it seems like Sevdaliza was ready to take up that challenge. “Nothing lasts forever” is a song that is both real (we can hear it) and not (part of it is made with AI). Or is it? Maybe the ‘real' Grimes did sing into a mic and that’s her humanoid version we are hearing? The video toys with the same questions and concepts, featuring deepfake versions of Grimes, Madonna, Julia Fox and A$AP Ferg ‘posing’ - pun intended - as body builders. The imagery is no coincidence: bodybuilders try to have full control over something that will ultimately resist even the most heroic (or deluded) efforts for preservation and perfection. Underneath all of this conceptual dazzle dazzle, it’s really cute to see Sevdaliza taking it back to 90’s and early ‘2000 hardcore dancing and beats. I’m assuming since she’s a Dutch(-Iranian) native of Rotterdam that the gabber aesthetics are a cherished memory of her own youth. Also: the track is a banger. 

Directed by Willemkantine