The Chemical Brothers have followed up September’s ‘Free Yourself’ with the song’s official video, which you can watch below.
Premiered across the duo’s live sets throughout the summer, ‘Free Yourself’ marks the first piece of new music from The Chemicals since 2015’s ‘Born In The Echoes’, which featured appearances from Q-Tip, Ali Love and Beck.
Eight months in the making, the clip for ‘Free Yourself’ uses cutting-edge visual effects and motion capture technology to tell a near-future story of factory robots freeing themselves.
The video was directed by Dom&Nic, the creative duo who have worked with The Chemical Brothers over a period of twenty two years and have worked on videos including Hey Boy Hey Girl, Block Rockin’ Beats, Setting Sun and the award winning video Wide Open from the band’s #1 2015 album Born In The Echoes.
Of working on ‘Free Yourself’, the Chemicals’ long-term collaborative duo Dom&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?”