The music video for "100%" was directed by Tamra Davis and Spike Jonze. Much of the video footage is shot by Spike while riding on a skateboard following others in the streets (including then skateboarder, now actor Jason Lee). The video also alludes to the shooting death of their friend Joe Cole, but is not specifically about him, and more about friendship between two skateboarders. Sonic Youth is shown playing a house party throughout the film. Kim Gordon plays a yellow Fender bass guitar, which she borrowed from actor Keanu Reeves. All of the video was shot in Los Angeles, California.