yesterday (15th October), the 1975 released the video for a track of their upcoming album – expected to be released on the 30th November.
Although the lyrics are emotive enough – the video gives the meaning a visceral quality to the “wake-up call” song of our generation. Matty Healy’s contemporary revisitation of a modern “we didn’t start the fire”, we see the band address the failures of modernity from Brett Kavanaugh to police brutality to Kanye West and the internet’s idol culture.
Although the bright colours and flashing words are striking in their own right – they add to this impressionistic take on urgency to save the planet from the hell hole modern and post modern humanity has created. this is even more striking after the recent reports that it is estimated we have until 2030 to save the planet from irreversible climate change. this is the first issues mentioned in the video – the first shot being a plastic bag in the sea a clear sign for the global crisis surrounding the environment.
Here’s a few references that caught my eye:
“selling melanin then suffocate the black men” – although a clear attack on the systematic racism present in America and a direct reference to Eric Garner who was chocked to death by police in 2014, but the phrase is visualised by ‘Black Friday’ suggesting “selling melanin” is also a commentary on consumerism as well as the hypocrisy of idolisation of tanned skin and oppression.
“Start with misdemeanours and we’ll make a business out of them” – a critical view on the privatisation of the prison system, which can be seen to prioritise profit and financial gain over the well-being of the inmates.
“Jesus save us, modernity has failed us” – this line is visualised by Harvey Weinstein, who’s accusations of sexual assault sparked the #MeToo movement bringing sexual harassment in the public eye. The line is striking in its self.
“Poison me daddy” – is a clear attack on the culture surrounding the internet and the toxicity behind it. the sexualisation of idols and extremities of fandom and ‘stan’ culture.
“A beach of drowning three-year-olds” – is a harshly realistic reference to the European refugee crisis and the image of Alan Kurdi, a little boy washed up on a beach who drowned in the Mediterranean, that has been labelled one of the most -if not the most – important images of the 21st century, as it drew attention to the harsh reality of the crisis.
“Modernity has failed us” – the second time the line is mentioned, the video pairs it with the visuals of Grendel tower, in which 72 people died due to a fire that could have been prevented by increased spending on the structural integrity of the building by the council. It brought light to the neglect of lower classes and the immense division is society especially in London. The event was devastating and created world wide appeal helped by celebrities most notably UK grime artist Stormzy who during his performance at the Brit Awards called out Prime Minister, Theresa May after financial support for the families affected by the fire had not yet materialised.
“Moved on her like a bitch” – which is borderline shouted by Healy begins the poignant last verse which is a direct address to Donald Trump. His presidential campaign had been completely overshadowed by sexual harassment claims and the infamous quote “grab her by the pussy” that made headlines deeming him an unsuitable candidate for ‘leader of the free world” – but here we are.
“Thank you Kanye, very cool!” – a direct quote from a tweet the President sent to Kanye West after the rapper had praised the president on his social media. Kanye was met with plenty of backlash, considering the hypocrisy of Trumps anti-immigration policy and seemingly relaxed attitude to the white supremacists it Charlottesville, and Kanye’s pride in being a black man in America.
the video ends with the lock screen of an iPhone being shut down – a final criticism of modernity and our dependence of technology.
here is the link to the video – get ready to wollow in pity and hopeless!! 🙂
photo credit – screenshot via YouTube (Love It if We Made it – the 1975)
my brain 