We’ve been talking a lot recently about the gradual shift of the internet: websites becoming more advanced, successful blogs being abandoned left right and centre, artists adopting new ways of uploading and sharing music. What I’ve been curious about is the gradual change we’re going to witness in music videos. Gone are the hi-octane, fleshy, music videos that were rife a few years back, and it seems that increasingly bands are not as keen to peacock themselves around and taking a back seat is the cool thing to do. Maybe it’s also to do with the attention span thing that everyone goes on about, why would you want to watch a four-minute music video with a narrative that you won’t understand until you see the end when you can just watch a beautiful piece of ambient animation?
Animation brothers Joe and Toby Mortimer and artist Idiot’s Pasture (who is also actually in the band) have just created a stark pice of beauty for spectacular psych/noise band Hookworms. Rather than overcomplicating things, the three have collaborated to reveal the Hookworms’ music and ethos via a psychedelic, projector-like formation of dots that move at the pace of, say, the worms on the floor after one too many mushrooms. Stylish, clean and hypnotic, I’d like to think this kind of not-much-going-on-but-it’s-really-beautiful video is the future – even if you don’t fancy watching it ’til the end. But then, so far 4,284 people have actually watched it the whole way through so what do I know?