If you didn’t take a picture, did it even really happen? Berlin garage pop duo Gurr play on the 21st century conventions of oversharing and selfie culture in their new music video for “#1985,” off of 2016’s celebrated In My Head. The video takes aim at our propensity to post about every aspect of our lives, no matter how personal or trivial (a livestream workout sesh anyone?). In the video, the playfully obnoxious protagonist takes a narcissistic nosedive while bandmates Andreya Casablanca and Laura Lee go about singing and dancing throughout the day. When the trio ends up at the same bar that night, they join together to Snapchat to their hearts’ content. Gurr’s Andreya Casablanca shared some context:

“#1985″ is supposed to be the “Sex Beat” song on the album. Laura was listening to Gun Club a lot when we recorded the album so that influenced the bass and drum recordings. The song is inspired by a lot of the characters we see in Berlin’s nightlife, people who live in this fantasy Rock’n’Roll world and use a lot of ridiculous hashtags. The video stars our good friend and artist Andi. He’s a great artist who studies at UdK Berlin who developed this fun instagram and snapchat persona where he pretends to be someone he’s not. We feel like right now, as an artist or musician, your image on social media is almost as important as your actual work. So the video is really about this struggle – and making fun of our obsession with social media as well.

Watch below.

Tour Dates:

02/20 Berlin, DE @ Lido Berlin
02/22 Graz, Austria @ Postgarage
02/23 Wien, AT @ Rhiz Vienna
02/24 Salzburg, DE @ Rockhouse Salzburg
02/25 Linz, AT @ KAPU
03/13 Austin, TX @ The Backyard at the Sheraton Hotel (6PM) (SXSW)
03/13 Austin, TX @ Barracuda Backyard (12:10AM) (SXSW)
03/15 Austin, TX @ Esther’s Follies (SXSW)
03/17 Austin, TX (special show To be announced)
03/28 London, UK @ Boston Music Room*
03/29 Manchester, UK @ Gullivers NQ*
03/30 Bristol, UK @ The Louisiana*
04/07 Rotterdam, Netherlands @ Motel Mozaique Festival, Netherlands
04/08 Zwolle, Netherlands @ Helden
05/18 Brighton, UK @ The Great Escape
* with New Carnival

In My Head is out now via Duchess Box. It also contains “Moby Dick,” one of our 100 Favorite Songs Of 2016.