Beloved, prolific one-man band, sElf, drops cat-tastic new video, “Runaway,” the first single off fresh EP

Matt Mahaffey–aka sElf–is a wildly prolific and versatile producer, songwriter, and multi-instrumentalist, and we’re willing to bet you’ve heard him before. You just didn’t know it. Consider this: Besides writing the Expedia (Dot Com!) jingle and “Stay Home”–the first track on the 2.4 million-selling Shrek motion picture soundtrack–Mahaffey played the organ on Beck’s most recent acclaimed album Morning Phase and he’s currently scoring Disney Junior’s popular cartoon Henry Hugglemonster. His fans, however, know him best for a string of albums he released as Self, beginning with 1995′s major-label cult classic Subliminal Plastic Motives where he unveiled his signature sound–a hook-laden, head-nodding blend of beats, samples, rock guitars, and all-around pop mastery. He continued to refine his sound over three additional LPs, ending with 2000′s fantastic Gizmodgery which was recorded only using toy instruments and featured the single “Trunk Fulla Amps.” Last month, Mahaffey released the Super Fake Nice EP–the first music he’s put out as sElf in 14 years. Lead single “Runaway” is exactly the type of bright-shining, earwarming pop gem that is bound to delight his old fans and earn him plenty of new ones.

HIP Video Promo is extremely pleased to present the clever, viral-bound clip for “Runaway.”

Click here for sElf’s full artist page.