Creepers of the web, this one is for you. The New York based industrial pop band PRIMA PRIMO decided to make a pretty solid (and ingenious) statement against the ways and ethics of many inhabitants of the social media sphere.

The duo, formed by cousins Janet Castel and Stephen Franco, made a special video recorded entirely on Snapchat for their single “Death & Honey (Flies)”, off their third and self- released album, TROUBLE MAKERZ. In Stephen’s words, the song  “is basically about the viciousness of society and how through the use of technology people are just waiting for others to fail so they can post comments about it. This idea of cheering on failure from afar is such a scary concept yet it is so accepted in our culture. The song came about in a moment where we were constantly reading comments where people wanted Kanye West to fail, or they would call Madonna a loser because she is aging, Miley Cyrus was condemned for just being Miley, and the local dude who was somehow filmed falling on his ass on a sidewalk would quickly become the new viral sensation.”

The video for “Death & Honey (Flies)” was co-directed by Olimpia Dior (the blonde haired “Snapchat demon”) who was the one who came up with the perfect idea of using a trendy app to express the discomfort of how social media is often being used.  “We are big fans of Snapchat, it is such a bizarre and amazing app and it can be a great tool to communicate and tell a story. While working on the edit it was such a trip to see how the song’s deeper meaning really came to the surface thanks to Snapchat, it truly was the only medium to use for this video,” says Steven.

Check out this amazing video by PRIMA PRIMO and if you are in New York make sure to catch them this summer during their residence at the Basement Bar in Bushwick.

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