I love how Beck is always pushing the boat out and doing something that bit more creative than other recording artists. Remember when he released stickers with his album so you could design your own CD artwork? Or that time he discussed the meaning of creativity with Doug Aitken for his show at the Liverpool Biennial? Or his astonishing Song Reader? Exactly.
Anyway, he’s back with a new music video directed by Sophie Muller and, like a lot of his video back catalogue, it’s something of a work of art. He never skimps on a music video, and nearly always features in them – putting in the added effort of actually acting rather than just singing onstage or whatever. This new video is brilliant – grim reapers, astronauts on swings, near-death experiences and the fantastic array of hats that seem to increasingly come with Beck’s territory.