The Chemical Brothers have released a striking video accompanying their latest single, Free Yourself.
Eight months in the making, the clip was directed by creative pair Dom and Nic, who have worked with the dance duo over 22 years on videos including Hey Boy Hey Girl and Block Rockin’ Beats. The video features cutting edge visual effects, motion capture technology and human-faced robots revolting against their programming for a dance party. On working on Free Yourself, Dom and Nic 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.”
The track first emerged back in September, marking Tom Rowlands and Ed Simons’ first new music since 2016. Their last album, ‘Born In The Echoes’, arrived in 2015.
Catch the pair performing at next year’s All Points East at London’s Victoria Park on May 24. Tickets are on sale now.
Head to our music video page on the Stereoboard website for the latest video releases.