Well if ever there was a time for us to stop and take a look at ourselves, it’s now. The video for Major Lazer’s smash hit ‘Run Up’ has just dropped and it’s a confronting look at how self-obsessed we are. Do we really look this ridiculous?
The video was directed by Paul, Luc and Martin, the creative collective of French star Stromae, and produced by Phantasm.
“The idea was to laugh at ourselves and at the unconditional love we bear to our smartphones. Humour and absurdity came naturally in our speech because our will was not to accuse someone or something but just exaggerate it to foster reflection,” they said.
I totally get this is a parody but geez it’s a bit of a wake up call. This party is going off and every single person is on their phone. Can we not be detached from our phones anymore? I know if I’m at the club I’m working up a full body sweat, not a thumb sweat.
PARTYNEXTDOOR takes the lead on this one and his pearly white smile is nothing short of dazzling. Definitely worth looking up from your phone for ladies! The dancers are smokin’ and Ms Nicki Minaj, well, she’s just everything giving us her best selfies angles and FaceTime glamour.
It’s a clever video and a pretty accurate reflection of the social media culture of 2017. Can we please just make more of an effort to connect in real time, in real life, rather than online in the digital world. That is all.
author: Kara Bertoncini