Having dropped ‘The Birthday Party’ via Zane Lowe’s World Record on Beats 1, The 1975 have released a music video to accompany the track.
The visuals accompany the mindshower.ai website that has been teasing us since Saturday, with a countdown for today. And let us just say, they are quite… mental.
The press release explains that the band once again teamed up with director Ben Ditto and lead artist Jon Emmony to create the video, a dystopian narrative about narcissism, isolation, incel culture and the divisions created by social media. Questioning if there is space for meaningful connections within technology.
The short film sees the band transformed into 3D avatars as they enter the world of Mindshower, a digital detox centre. While there the band are met by a vast array of characters taken from the digital world, including sites like 4-chan and Reddit.
Talking about creating the video Ditto says: “Matty and I have a shared fascination with the underbelly of Internet culture and how that impacts modern life, and we looked to address this from several directions and created an engaging and beautiful piece of filmmaking to contain these messages and their performance in a revolutionary way.”
Fans at tonight’s Bournemouth show will be the first ones to hear the new track played live, as well as experiencing the immersive fantasy world depicted in the video.
We’re currently giving our readers the chance to win a pair of tickets to the band’s Liverpool show next week (Feb 26th). Head over here to find out how to get your hands on the tickets.