OK, let's set the scene first for this stranger than strange music video by animator and king of weirdness Cyriak. The video is for Run The Jewels' track "Meowpurrdy" which is off their Meow The Jewels, a crowdfunded joke-turned-reality album made using cat noises.
So, how do you go about visualising such a wacky venture? Well first you hire Cyriak to create a mutating cat freakshow where cute kitties become not so cute, as they morph into some prime nightmare fuel.
Then you get top cats El-P and Killer Mike to lay down a funky feline track and feature such artists as Snoop Dogg, Lil Bub, Maceo, and Delonte so that you can achieve, um, purrfection.
This is not their first venture into a cat-driven video experience either, Run The Jewels released "Oh My Darling Don't Meow" back in October 2015. But with "Meowpurrdy" they reach new levels of creative cat insanity.
In it cats spring forth from growths that give birth to more cats, which spew and spit yet even more feline body parts, until some deformed cat Cubist monstrosity is looming in the skies to fight a winged angel cat amongst the clouds. It makes Carpenter's The Thing look like family entertainment.
It's truly abominable, and a kind of terrifying yin to the constant yang of cute cat videos the internet has as its viral foundation. We deserve this. We brought it on ourselves.
Suffer it for our cute cat sins.