“HACHIKO” isn’t your typical tale of chasing fame. This darkly humorous music video by Moscow’s genre-bending artist sdokh features a delusional character who waits for stardom with the unwavering loyalty of Hachiko, a fitting symbol considering sdokh’s roots in the underground music scene.
We sat down with sdokh and director Anna Gudnicheva to explore the inspiration for “HACHIKO,” unpack the song’s themes of self-destruction and validation, and delve into the video’s hilarious concept.
Get ready for a musical collision of absurdity and introspection!
About MC SDOKH:
In the late 2010s, Moscow’s Nikita Mikheev emerged as “сдох” (“sdokh” is Russian for “died”), crafting existentially dark, lo-fi electro-acoustic songs with a twist of irony. This project morphed into a genre-bending anti-punk band known for their outrageous live shows in Moscow and St. Petersburg’s underground scene.
“HACHIKO” draws a parallel between the loyal dog Hachiko and a delusional star waiting for fame. What personal experiences or observations led you to create this unique narrative, and how do you relate to the character of MC Zdarova?
MC SDOKH: This unique narrative stems from a combination of personal experiences and observations. While “сдох” was always a character, MC Zdarova feels more like a true reflection of myself. Here’s the thing: I have a very ironic self-awareness about this, but deep down, I can’t deny a certain obsession with fame. I truly believe my music deserves a wide audience, and that my art reaches its full potential when appreciated by a large scale.
The connection to Hachiko actually came from a hilariously embarrassing story involving a very small dog – one I’d rather keep private for now!
“HACHIKO” is described as a tragicomic song. Can you elaborate on how the musical elements themselves, such as instrumentation, tempo, and melody, contribute to the balance between humor and tragedy in the song?”
MC SDOKH: Absolutely! The key to achieving the tragicomic effect in “HACHIKO” lies in the way I play with different musical elements throughout the song. Imagine this: you start off with a mellow singer-songwriter vibe, then BAM! It hits you with a big beat and a catchy pop melody. But wait, there’s more! It throws you a curveball and explodes into a full-blown rock song. These sudden shifts create a sense of drama, but also a hefty dose of irony. It’s almost like I’m poking fun at the different genres I’m using within the same song.
Let’s take the harmony for example. The song leans heavily on a bright and cheerful pop scale for most of its parts. But then, there’s this underlying emo influence that creeps in, especially during the guitar solo. This creates a real emotional climax. But then, just to twist things up again, the song takes a turn into a minor scale section – almost like revealing MC Zdarova’s true feelings beneath the catchy pop facade. It’s dramatic, it’s unexpected, and it’s kind of funny all at the same time.
“HACHIKO’ critiques the allure of fame and the quest for validation. What message do you hope to convey to your listeners through this song, and how does it reflect the overarching themes of your album “SUPER EGO DISCOTHEQUE’?”
MC SDOKH: “With “HACHIKO,” I wanted to take a jab at the obsession with fame and needing constant validation. The message is pretty blunt: you might not achieve that dream of stardom, and that special someone might not return your feelings. But hey, maybe I will! laughs
This song came from a very personal place. Back then, I was head-over-heels in love and chasing these unrealistic fantasies of fame. I genuinely believed I’d be a star, living happily ever after with the person I idolized. Of course, it all went differently.
“SUPER EGO DISCOTHEQUE” is all about confronting my own inflated ego – that part of me that craves validation and dreams of rockstar status. There’s a healthy dose of self-deprecation throughout the album, and “HACHIKO” is a prime example. I’m basically admitting I was a lovesick fool, but at least I channeled that experience into a catchy pop song!
The collaboration with Ptichka Soe brings a different musical flavor to the song. How did this collaboration influence the lyrical themes and overall message of the song?
MC SDOKH: The collaboration with Ptichka Soe on “HACHIKO” definitely injects a fresh sound into the song. But the story behind it’s a bit more complex. Let’s just say it wasn’t exactly planned.
Here’s the deal: I had just signed a promising contract with the Russian Ministry of Culture, but it all fell apart when my political views came to light. To top it all off, I found out my fiancée was seeing my rival, this underground musician named Ptichka Soe. It was a rough time, but I decided to take the high road. Instead of holding a grudge, I offered Ptichka Soe a spot on the album as a gesture of peace.
This experience actually ended up shaping the song in a positive way. “HACHIKO” transcends my personal drama and becomes a broader statement about love – not just romantic love, but love in a universal sense.
How did your collaboration with director Anna Gudnicheva come about for the “HACHIKO” video, and how did her vision align with or enhance your artistic intentions for the song?
MC SDOKH: Well, Roman Zharov (aka ricaai), the head of my label Laaskar, and producer of the sdokh project and this music video, and I were celebrating the New Year together. We are both friends with Dima Gudnichev, who starred in the video, and at some point during the celebrations, Dima randomly sent us a video of Anna dancing to “Hachiko.” We instantly decided she should shoot the video for the song. Later, we had a half-hour video call with her, tossing some ideas around. I didn’t really have a clear vision for the song’s video, except that it felt like a very green song to me. A couple of months later, Anna sent us the full video. I was honestly blown away by the result, starting from the first couple of frames — Abbey Road is my favorite album ever. I think the idea of waiting for fame is developed beautifully in the video, and it’s basically all Anna’s doing.
The video concept features a character endlessly scrolling through Spotify, waiting for a surge in listens. How do you feel this visual representation complements the song’s themes, and what emotions or reactions are you hoping to evoke from viewers?
MC SDOKH: I think this is the most direct representation of the song’s themes — we basically see MC Zdarova’s mind constantly craving attention from a nonexistent audience. I hope this will be funny to the viewers, but also make them think about their own patterns of interaction, both online and offline. I believe there is something very profound in this concept, as funny and pathetic as it is.
About ANNA GUDNICHEVA:
The music video for “HACHIKO,” filmed on location in London, comes courtesy of acclaimed director Anna Gudnicheva. Gudnicheva is known for her collaborations with the Russian and London-based avant-pop duo Otvaal, including a video that garnered recognition at the prestigious BAFTA-qualified Aesthetica festival in 2023. Adding a personal touch, Dima Gudnichev, a member of Otvaal, steps into the lead role for sdokh’s music video.
How did you come up with the visual concept for the “HACHIKO” music video, and how did you incorporate the symbolism of Hachiko, the loyal dog, into the visual storytelling?
ANNA GUDNICHEVA: Honestly, I don’t know how this idea came to me; I just caught the thought while thinking about the video. But I wanted to focus not so much on the theme of the dog Hachiko, but rather on the theme of a musician waiting for their moment. Therefore, the symbol of the dog added a lot of depth to the main idea of the video, creating a sort of hyperbole to what is happening.
What were the biggest challenges you faced while shooting the “HACHIKO” music video in London?
ANNA GUDNICHEVA: The biggest challenge was balancing the shooting with my main job. I think you understand what I mean 🙂
How was your experience working with Dima Gudnichev on this project, and how did his portrayal of the main character align with your vision?
ANNA GUDNICHEVA: The decision to include Dima was made immediately because we wanted to create a shared story. We wanted this video to be not just a fully staged work with actors, but a more lively project that includes our own relationship to some extent. Additionally, creating art together with my husband is very exciting.
The video uses a simple yet effective concept. What creative decisions helped translate the song’s message visually?
ANNA GUDNICHEVA: First of all, I immediately knew that this song needed to be shot on a handycam to create a feeling of memories and nostalgia. I used a Kodak Zi6 camcorder, which my new London friend gave me for New Year’s, saying, “Maybe you’ll shoot a video with it.” I think any important message is most effectively wrapped in humor, so it doesn’t come across as crude. Therefore, the video is primarily humorous with a subtle undertone, just as the theme of dependence on validation is delicately presented in the song.