“American Valhalla” was inspired by Valhalla, the Norse conception of the afterlife, and Iggy’s own musings on what an American version of Valhalla might look like. Its video was directed by New York-based filmmaker Jamie-James Medina and stars model and Dazed 100’s Ruth Bell as well as Iggy himself. It draws a subconcscious connection between “American Valhalla” and a 1963 boxing match between Dick Tiger and Gene Fullmer that would turn out to be Fullmer’s final fight.
“I love Iggy Pop and I’m a huge boxing fan,” Medina told 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."