In order to fuse GNN’s underground political culture with Eminem's profane anti-American rant, we pitched a concept that would "place the viewer in the body of Eminem as he moves through the media-drenched environment that is the subject for his critique of American society." In this way, we were actively seeking to divert the emphasis from the cult celebrity of Eminem and have the video be a platform for a broader and hyper-visual critique of America itself.