Grimes wrote the track for Rihanna who turned it down so she decided to just do it herself for fun between albums.

Writing on her blog, Grimes says of the video – which she co-directed with her brother Mac:

“It’s supposed to be Dante’s inferno (abstractly), different layers of hell etc. super visually inspired by like x men, metal gear, dune. haha, maybe thats too all over the place and doesn’t make sense, but yea, enjoy!”

The video opens with X-Men screenwriter David Hayter reading the opening lines from the ‘Inferno’.

“My work has been super inspired by X-Men and the Metal Gear games lately, so I was very honoured to have David read the opening lines of the inferno,” commented Boucher.