Napalm Death take on the capitalist machine in their video for "Smash A Single Digit," from their upcoming album, Apex Predator - Easy Meat. The album drops January 27th via Century Media Records.
Vocalist Barney Greenway commented on the clip:
Couldn’t be happier with the ‘Smash A Single Digit’ video clip. It shows nothing of dignity or life’s fundamental pleasures – only a snapshot of those unfortunate enough to only be deemed as numbers for production quotas in this world. When a ‘digit’ has therefore been expended, it is rubbed out (or consumed leaving no trace, as in the case of this video). In my opinion, Michael Panduro and the team produced a real work of art and I think the general style holds some really nice future artistic possibilities for Napalm Death.
The godfathers of grindcore seem to be channeling a-Ha's "Take On Me" with a similarly animated video. But where the Norwegian pop band is sweet and fun, Napalm Death is bitter and harsh. The animated protagonist climbs out of a package of meat and immediately gets to work turning the gears of industry. His tongue and face are removed by a mysterious suited man -- seemingly representative of the aristocracy -- rendering the worker without voice or identity. Where most bands would have their disenfranchised hero triumph over his or her oppressor, the band ends the video with no satisfaction of justice (because that's what happens in real life).
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