Beck drops a brand new music video on Instagram for the latest track "Fix Me," featuring a trio of famous dogs and an important message.
First, Charli XCX made the world swoon with a music video bursting to a breaking point with cute famous boys (Riz Ahmed and Joe Jonas among them), for the fittingly titled track "Boys." Now, iconic singer-songwriter Beck seems to be following suit. Only this time, a bunch of cute dogs is the focus.
Beck dropped the swoon-worthy new video for "Fix Me" on his Instagram account. It stars a young girl, Mame, and her three pet poodles, Riku, Gaku, and Qoo that are already famous to followers of user Tamanegi, who frequently posts updates of the four best friends.
In keeping with where the video was released, all of its stars are also stars on Instagram. Beck isn't wholly concerned with pushing cuteness, however. He actually partnered with the American Society for the Prevention of Cruelty to Animals for the video.
He is encouraging fans to donate much-needed funds to the organization (once they're done cooing over Mame and her pet pooches, of course) to protect at-risk animals just like them.
The video for "Fix Me" was shot in Yamagata, Japan by Brook Linder. Over the course of the clip, Mame and her little buddies engage in all sorts of sweet activities including dressing up for Halloween, reading together, and chowing down on some truly delicious-looking birthday cake.
"There's something really special happening in the mountains of Yamagata, and we were lucky enough to enter Mame's world for two afternoons in November," Linder said of the video shoot.
The director described the place as "heaven on Earth," even claiming to have a deep-seated connection with Qoo that might have something to do with the reincarnated spirit of Linder's deceased grandfather.
Beck was equally effusive about the dreamlike quality of the video.
"There's a poetry to Mame and her gentle, loving poodle guardians in their serene world. It speaks to the sentiment of [the video]," he said in a press release.
"Fix Me" is the latest release from Beck's latest LP Colors, his 13th record, which was released in October of last year. The album was named one of the Best Of 2017 by both Rolling Stone and NME. It debuted at number 3 on the Billboard Top 200 and marks Beck's sixth top 10 charting album release in the US.
Following on from the Grammy-winning Morning Phase, Colors found Beck, most well-known for woozy, dreamy folk music, adopting a more, well, colorful pop sound.
Beck's music video for "Up All Night," another cut from album Colors, is nominated for Best Music Video at this year's Grammy Awards.