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Grammys Non-Enthusiast Bon Iver Now Has His Own Grammys Ad

Bon Iver front man Justin Vernon has made his feelings about the Grammys known (namely, "We should not be gathering in a big room and looking at each other and pretending that this is important"), which makes watching this otherwise cool Grammys ad featuring "Holocene" a somewhat awkward experience. The Grammys took the time to make this totally Iver-esque animation (snow! branches! general wispiness!) and have a fluttery flock of birds create the silhouette of Vernon himself, the show's most vocally iffy nominee? The Bon Iver clip is one of only four "We Are Music"–themed spots that'll debut before the awards telecast; the others will feature Adele, Skrillex, and the Foo Fighters, none of whom have recently gone on record saying the Grammys suck.