In August, we learned Dr. Dog would put on a “DIY concept concert with shades of the X-Files,” and while there were plenty of details at the time of the experimental gig’s announcement, it was hard to imagine what it would all look like in practice -- now we know. The indie-rockers have unveiled the product of all their hard, weird work in the video for their new song, “Badvertise.”

The Pig Iron Theatre Company-presented performances ran from Sept. 9-12 in Philly, during which Pig Iron performers and designers created “a unique ‘handmade’ live video feed that provides visual translations of Dr. Dog’s songs and soundscapes.” The result is a barrage of trippy, infomercial-inspired footage set to Dr. Dog’s new tune. Check it out above.

Of course, this isn’t how all Dr. Dog shows play out. The band's more traditional tour continues tomorrow (Nov. 7) in Dallas. Then, they will take a break until after the new year, picking things up on Jan. 29 in Santa Ana, Calif. From there, they have North American stops planned through the end of March. Find more details at the band’s website.

“Badvertise” marks Dr. Dog’s first new song since their 2012 full-length, B-Room. At the beginning of the year, the band dropped their live album, Dr. Dog Live at Flamingo Hotel.

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