Mark Simpson from Sixty40 has directed the video clip for Out In the Street - the new single from Africa Hitech's debut album 93 Million Miles on Warp Records.
The clip shows a dystopian future where robots are facing a serious existential crisis.
Inspired by the glitchy voice sampling from the original Ini Kamoze lyric and hard-hitting rhythm of the song, Out In The Street integrates 3D robots seamlessly into background footage crowd-sourced globally from Tokyo, Dubai, Cuba, New York, LA and Sydney, presenting the robot crisis as occurring around the world.
With an approach further into the realms of short filmmaking, Simpson worked with the artist to create a remix of the track that would work as a film score. The film's action is a virtual dance sequence with robots shaking to the beat as they approach the end of their warranty. Mixing themes of future-mindedness with the paradoxes of recycling and robot consciousness, Simpson said it was by no means a traditional music video.
"Like our last clip for Harmonic 313, Battlestar, it's just a short concept film that expands upon the music's themes," he said. "This isn't new by any means, but what makes it really pop is how Africa tore into the track, re-editing it and layering film score elements throughout allowing the music and the film to meet in the middle."
Whilst critics worldwide debate the death of the music video clip, productions that are quirky, unique, creative or clever often find a platform in the viral world or as part of a greater multimedia experience. Readers and music lovers can decide below.