Kevin Bronson on June 11th, 2014

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Director Alicia J. Rose’s new video for Bob Mould’s “I Don’t Know You Anymore” is hilarious on a lot of levels – I, for one, am all about the Decemberists’ new app that is “gonna change the way thinking people think about thinking … about ordering faux-bacon kale-infused vegan donuts at 2 a.m.,” Colin Meloy tells our protagonist at the beginning. Anyway, Mould, 53, here plays newbie-with-a-new-7-inch, hatching with band mates Jason Narducy and Jon Wurster a way to promote their new release. There’s vicious truth in all the humor, though, and thankfully Mould’s new album “Beauty & Ruin” (out last week) stands out without a lot of all-caps shouting. The Hüsker Dü/Sugar main man, who earlier this year celebrated the silver anniversary of his solo debut “Workbook” (Sugar’s “File Under: Easy Listening” turns 20 this fall), is at peak form on the new album. Mould’s career renaissance, and the way he’s been embraced by next-generation artists, has been a thing to behold. Embrace it.

||| Live: Bob Mould plays Sept. 27 and 28 at the Roxy.

Photo by Alicia J. Rose