Self's new video on MTVu

Matt Mahaffey, also known under the moniker Self (http://self-centered.org/), announced today that MTVu (http://www.mtvu.com/) will be adding a brand new video, “Could You Love Me Now” to rotation next Monday June 21, 2010. MTVu’s reaction to the self-produced video was immediate due to the innovative visuals that appear simple but are actually very complex.

The Self video was shot in reverse in a single take, requiring Mahaffey to learn and then lip-synch the words to the song “Could You Love Me Now” backwards. The track and video are currently available for download from all major online retailers.

“When I heard the music and got the video for Self’s ‘Could You Love Me Now,’ at MTV, the reaction was immediate,” said Joe Cuello, Senior Vice President, Creative Music Integration at MTV Music & Logo Group. “This is a great song coupled with arresting visuals that remind me why music videos remain such a vital part of music.”

“It’s amazing to see MTV get behind ‘Could You Love Me Now’ just because they liked it,” said Matt Mahaffey of Self. “I shot this video on a shoestring budget, in one long take, with no special effects just because I thought it was a fun idea to do something that we haven't yet seen. I’m glad MTV picked up on this video and that they wanted to get behind it just because they thought it was a cool concept.”

Matt Mahaffey launched Self in 1995 from his home in Murfreesboro, TN. He was signed to Zoo Entertainment in 1995, and to Dreamworks Records in 1998. Self's Gizmodgery, was recorded entirely using children’s toy instruments. Upon moving to Los Angeles, Mahaffey began to use his talents as a session musician, producer, engineer, mixer and touring collaborator for a variety of artists including Pink, Beck, Liz Phair, Tenacious D, as well as many others over the years. In addition, Mahaffey became known as a ‘go to’ producer, artist, and composer for motion pictures (Shrek, Shrek 2, Shrek 4), television (Nickelodeon’s Ni Hao Kai Lan) and even commercials: The Expedia.com company tag, i.e. “dot commmmm….” was a collaboration with his late brother Mike.

A new Self release is set for later this year.

ABOUT MATT MAHAFFEY & SELF
In 1995, Matt Mahaffey founded the label Spongebath Records to release their debut album with Zoo Entertainment, Subliminal Plastic Motives. In 1997, Spongebath Released The Half-Baked Serenade. In 1999, Dreamworks Records co-released the EP Brunch and their full-length Breakfast with Girls. In 2000, Spongebath released Gizmodgery (an all toy-instrument album). In 2003, Ornament & Crime was recorded for Dreamworks but was not released. As a result, Self has since released more free music that any other artist to date via his online fan base. Also, Matt has become an ‘in demand’ session musician, producer, engineer and touring musician with everyone from Pink & Beck to Cut Chemist and Mika. Matt currently lives in Los Angeles.