The black-and-white, screen-within-a-screen video juxtaposes imagery of a 1963 middleweight boxing title fight and alongside Pop performing the Post Pop Depression track, with that footage overlapping model Ruth Bell sitting atop a pedestal. Later in the video, when the boxing match ends, Bell is seen with bruises on her face.
“I love Iggy Pop and I’m a huge boxing fan,” said director Jamie-James Medina to Nowness. “I was listening to ‘American Valhalla’ and was reminded of this very low-key but classic fight between Dick Tiger and Gene Fullmer, which took place in Nigeria in 1963 and for whatever reason I found a connection there … There is so much history in Iggy’s voice and that seems to be a theme throughout his new record—the contender or the survivor or the last man standing. Iggy remembers watching the fight, which is incredible.”
In a March episode of Song Exploder, Pop explained that the song’s title is the result of a text message conversation between Homme and Pop about how the Norse version of heaven is the best “paradise” compared to the afterlives of other cultures. “This raises the question: Is there an American Valhalla? Where is it? What is it?” Pop texted to Homme. “After that exchange, I spent a day sitting in my car in the carport, coming up with words.”Iggy Pop talked about the music industry, drugs and his societal concerns at the premiere of ‘Gimme Danger’ at Cannes. Watch here.