Garrett Clark Borns, better known as BØRNS, wasn’t afraid to go full flower-power for his latest music video. His infectiously colorful and fun new vid for “We Don’t Care,” premiering on Billboard today (April 13), features more than enough monarch butterflies and kaleidoscopic patterns to go around, with his yearning falsetto adding the cherry on top to the psychedelic sundae.
The trippy video holds nothing back, featuring disembodied hands, Sistine-looking angels and ever-developing fractals. Meanwhile, BØRNS remains in the center of the crazy, looking and sounding as unflappable as ever, spitting wackadoo Marc Bolan-isms like “She’s my daredevil halo tonight” and “We’re face to face without faces.”
If the video looks somewhat like an art project, you’re right on track with BØRNS’ creation process — he calls “We Don’t Care” a “collage of sorts,” which the singer brought to life in the song’s video with the help of Adobe.
“The song started instrumentally in Nashville, where I was recording with this guy that had this crazy museum of guitars,” BØRNS explains of how the song came together. “We put a microphone inside an acoustic guitar, and distorted the sound so it came across as almost an electric guitar. From there we piecemealed all these different ideas together — it was all these different kinds of recording eras mixed into one song.”
As for how the video concept came out of that patchy process, he says, “Keeping in line with this eclectic, scatter brained mentality, we thought it would be great to partner with Adobe and allow artists to personally interpret the lyrics and music and add to the overall collage vibe of the song. Ultimately, I wanted to be in it, not just have artist’s artwork as a background, but actually immersed in this world. There were all these universes that Adobe users created and I wanted to really live in it.”
Get lost in BØRNS’ hypnotic world of “We Don’t Care” below.