The music video for " 100 % " was directed by Tamra Davis and Spike Jonze , and shot in Los Angeles . Much of the video footage was shot by Jonze while riding on a skateboard , following others in the streets ( including then-skateboarder , now-actor Jason Lee ) . The video also alluded to the shooting death of 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
shooting death of Cole
Murder of Joe Cole
100% (Sonic Youth song)