Popping culture: Soccer meets true love in Hot Chip video
English electro-pop wunderkinds Hot Chip understand how video works in the 21st century.
It's no longer a tool to showcase the band or a promotional tool that is graded on "rotations" on music video channels. It's about creating mouse clicks and "viral" interests.
I mean, these are the guys who once had a free floating head that shot lasers out of its eyes in a video where the actual band barely appeared.
The video for their latest single, "Don't Deny Your Heart," is a video game gone awry, with some man-on-man love, glittering dancers and video game logic.