The Chemical Brothers have shared an eye-catching music video for their new song "Free Yourself." Watch it above on YouTube.
The Chemical Brothers are still great at what they do, delivering rocking dance beats with swirling production and captivating lyricism. What makes this video awesome is that it is so different from what you might expect. The music is perfectly synchronized to the drama, with the repeated "Free Yourself," "Free Me," "Free Them," "Free Us," and "Dance," chanted in a way that straddles the lines between creepy, cool, scary, and funny.
The Chemical Brothers' website describes the creative process that went into the song and video, with a long quote from directors Dom&Nic:
Of working on "Free Yourself" they said: ‘Why would artificial intelligence behave any different to humans discovering music and dance for the first time?
We’ve all seen humans dancing brilliantly like robots, we’ve also seen robots dancing brilliantly like robots but you’ve never seen robots dancing badly like humans. That’s new...
The chemical brothers music allows people to get out of their box at a gig or listening to the record – it’s a moment of frenzied abandonment to the music. We wanted to capture that feeling in the idea of an oppressed robot workforce suddenly abandoning themselves to music and fun. It’s robots having fun, robots being silly and robots raving!
It’s a black comedy and an observation or conversation about the possible future relationship between robots, artificial intelligence and humans. Maybe we don’t have anything to be scared of, why do we think the worst about AI and humanity?
We imagined a near future where robots had become a sentient underclass and we felt sorry for them and wanted to imagine them finding a way to free themselves, have fun and dance.
Tom and Ed are the best people to make music videos for, their music always inspires great visual ideas and stories and as artists they are incredibly supportive of the creative vision.
We just couldn’t have made a film like this without the total commitment and dedication from the VFX team at The Mill, they took it on purely for creative endeavour. It’s our second such collaboration with them on a Chemical Brother’s music video and in both cases they have had to break new ground in the world visual effects.
The project took seven months from first idea to finished film.
It’s tonally completely different to "Wide Open" but again explores a theme of dance and a non-typical version of the human form and we hope people will find it a worthy follow up.
During the production on this film a cartoon was published in the New Yorker. It showed a couple of robots in a laboratory doing some moves and the quote from the scientist in the picture was “it appears they don’t want to take over, they just want to Dance!” we knew we were on the right tracks when we saw this.’
The video is an incredible work of art. We see a worker arriving at his job amidst angry protesters he calls "wankers." When we get inside the warehouse, human-size robots come to life and begin dancing. Like at any good dance party, the energy is infectious and the party spreads through the warehouse.
With today's advancement of robot technology, the video is starting to look not only real but actually possible. After the credits roll, at 6:16 we see the robots dancing around in real life, again blurring the lines between reality and fantasy in a very fun way.
The new song will be on their upcoming album titled No Geography which will be released in Spring, 2019.
For more, check out The Chemical Brothers Zumic artist page.