The age of social media is raising the bar of weirdness on almost every front — in schools, in business, among family and friends, and, even between nations going to war with each other.

Case and point: On September 27th Azerbaijan dropped a dope music video on the web, full of militaristic imagery, displays of the nation’s might, hot chicks in camo and a banging bass line. Simultaneously, they also launched an actual military attack on a disputed border region known as Nagorno-Karabakh — rekindling a decades old conflict with their arch nemesis: Armenia.

It's a surprisingly catchy track, and a high production value music video that really makes you want to take up arms for your glorious country:

The two nations have been skirmishing with each other since late September, over the border region between them. It’s a conflict that’s been largely frozen since the 80’s — but, which has recently started to thaw out and heat up again.

This isn’t the first video that Azerbijan has made of this nature — they released a similar one in 2018 about the same conflict and featuring many of the same actors. But this most recent release, was the first time they’ve coordinated a music video dropping online with a tactical military affront. The song, called Atəş (or Fire), is essentially a “hyper-nationalist diss track,” meant to invigor the Azerbaijani people, and to strike fear into the hearts of their Armenian enemies.

“The … video came out literally the morning the clashes started, at around the same time, and shows not only the suicide drones, but is far more militant in nature [than the first],” Aram Shabanian, a graduate student of Non-Proliferation and Terrorism Studies at the Middlebury Institute of International Studies at Monterey, told Vice in an interview.

It’s not just Azerbaijan, doing this, either. In 2016 Armenia released their own diss track, slamming on Azerbijan about the Nagorno-Karabakh conflict.

This is a new thing for military’s around the world, apparently. Shabanian sees it as a new front of modern warfare, as a feature of propaganda and a means to manufacture nationalistic pride. It’s something we can probably expect to see more of as modern social technology, creeps into modern warfare — as the social dilemma meets military conflict.

“I think it's probably part of the social media battleground that's emerging,” he said. “We saw it in Syria with FSA groups and custom intro logos on their videos and I think we're seeing that evolve into the war in Karabakh with both sides trying to control the information sphere.”

Is this the beginning of an entirely new genre of music? The post-modern military propaganda rock movement?

It’s totally possible. All we can hope, is that when the US finally gets around to making their own military music videos like these, they get don’t get Ted Neugent to do it.