I’ve been meaning to post about this video for weeks now, but life kept getting in the way. At any rate, read on…
Without so much as a warning or some kind of fanfare, it seems as though I’ve quietly become a Swedish House Mafia fan. I find it surprising because I’m not a huge fan of the progressive house music style that they’re known for but here I am, bumping single #4 (for me, at least) with the kind of “turn that ish up” head nodding enthusiasm that I thought I’d reserved only for classic 90s tracks from the likes of Masters At Work.
The trio collective known as Swedish House Mafia consists of DJs Sebastian Ingrosso, Steve Angello and Axwell and they first landed on my radar with their Pharrell-lead single “One” from 2010. Since then, the Tinie Tempah assisted “Miami 2 Ibiza” and last year’s “Antidote” (video NSFW) have also rocked my iPod when I needed something to keep me pumped up on those long train rides home.
I wasn’t feeling this new track at first, quite honestly… but then I saw the video. Ahhh yes, that video which is basically “An Animatronic Dog Race—- Brought To You By The Haus of Gaga!” The clip, with its stunning photography and “simple” story of a bunch of high fashion types dragging their couture butts to the desert for a scrap metal doggie race led by the Mafia, was all I needed to have me waving the flag for this “Greyhound” single. Even more impressive is that the obvious product placement—- the whole project is a “collaboration” with Absolut vodka—- is not at all distracting from the video. Y’know, its just a handful of runway kids sippin’ on their fave drink while checking out the Canine Robo-lympics in what is surely 100 degree weather.
I love the concept, I LOVE the styling and I love that these guys continue to show that being dance artists doesn’t necessarily mean that your videos have to be dull, completely forgettable montages of nonsense that won’t stand up over time. “Greyhound” definitely stands up to repeat viewings. Grade: A+
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