After the amazing video that local (and now national) favorites Young the Giant released to accompany their hit song “Cough Syrup,” I had high hopes for the video for follow-up single “Apartment.” The song has been one of my favorites on the group’s excellent self-titled debut ever since its release in 2010, so I wasted no time in clicking play on the video player.
The video premiered across all of MTV’s channels yesterday (MTV, MTV2, MTV Hits, mtvU, etc.), and the clip itself seemed geared toward the station’s audience. Full of beautiful young people, sunny beaches, and blazing bonfires (some unintentional), I felt a bit like I was watching some new incarnation of The Hills/Laguna Beach. The major difference was the cinematography, which went through so many techniques, I could barely keep up. In this one four-minute video, the director managed to incorporate a fish-eye lens, a shaky cam, Super-8 footage, a Snorricam shot of frontman Sameer Gadhia rolling down a hill…the video was full of style but completely lacking on substance. Thankfully, the same can’t be said of the song.
Check it out for yourself below and let me know in the comments if you think I’m being too hard on the video.
Anyone else prefer this May 2011 version?
Young the Giant Tour Dates:
04/05 – Roseland Theater – Portland, OR
04/06 – Roseland Theater – Portland, OR
04/07 – Moore Theatre Seattle, WA
04/20 – Stage AE – Pittsburgh, PA
04/22 – The National – Richmond, VA
04/26 – The Fillmore Charlotte – Charlotte, NC
04/27 – Penn State Movin’ On 2012 – University Park, PA
05/19 – Party In The Park – Atlanta, GA
05/20 – Hangout Beach Music Festival – Gulf Shores, AL
05/26 – Boulevard Pool at The Cosmopolitan Of Las Vegas – Las Vegas, NV
06/03 – Free Press Summer Fest – Houston, TX
06/05 – The Cotillion – Wichita, KS
06/06 – Diamond Ballroom – Oklahoma City, OK
06/07 – Minglewood Hall – Memphis, TN
06/10 – Bonnaroo Music Festival – Manchester, TN
07/14 – Edgefest 2012 Toronto, ON
07/16 – Central Park Summerstage – New York, NY
07/17 – The Dome – Wallingford, CT
07/21 – Firefly Music Festival Dover, DE
07/22 – The OC Fair – Costa Mesa, CA
08/04 – Osheaga – Montreal, QUE
For more info on Young the Giant: