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The Pink Grammy

Legendary rock band The Hives approached SNASK with the request to direct the video for their song “Countdown to Shutdown.” SNASK’s creative vision quickly took a bold and unconventional turn. Rather than taking the well worn path of featuring the band front and center, they pitched a seemingly outlandish concept: a music video without The Hives. The idea was radical and even absurd – how could a Hives video not showcase the group?

The video would feature a boardroom of executives frenetically jamming to the beat, their hearts thumping in fear as they sensed an uprising stirring beneath them – an echo of the song’s rebellious energy. It was a concept that spoke directly to the themes of the song: power, fear, and inevitable upheaval. For the role of the corporate leader, the team enlisted none other than Swedish acting royalty, Magnus Krepper. The inimitable Krepper, known for his intense and versatile roles, was the perfect embodiment of the stiff, high-powered executive on the verge of chaos. In a dramatic twist, they even scripted an epic stunt scene where Krepper’s character would be launched through the air – a moment of sheer corporate panic turned physical.

The innovative approach paid off spectacularly. The video for “Countdown to Shutdown” not only resonated with fans but also caught the attention of critics and industry insiders alike. In 2024, the project was awarded the (Swedish) Grammy for Best Music Video, solidifying its place as a groundbreaking achievement in music video storytelling.

Beyond the Grammy win, the video has sparked conversations about the evolution of music videos in the modern age. It blends the surreal with the socially relevant, highlighting the power of visual media to enhance the message of a song in unexpected ways. Fans and critics alike have praised the video for its bold choices, stunning performances, and high-octane visuals that capture the spirit of The Hives in an entirely new light.

From the daring decision to sideline the band in the opening sequences to the spectacular reappearance of The Hives themselves, this music video is a masterclass in creative risk-taking. And while the return of The Hives was enough to excite rock fans everywhere, it was this visually stunning, high-concept production that truly took their comeback to the next level. It’s a testament to the power of collaboration between musicians and visual storytellers to break new ground—and make history in the process.

DIRECTOR: Erik Kockum

DOP: Jallo Faber
PRODUCTION: Diktator

ACTOR: Magnus Krepper
CLIENT: The Hives

CREATIVE CONCEPT, ART DIRECTION AND DESIGN: SNASK

Original Photo by Johanna Pettersson
SNASKSEUM Exclusive
Date2024CollectionReplicaPhotoSNASKSEUM StaffShare

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