The Chemical Brothers Drop ‘Free Yourself’ Video
The Chemical Brothers have dropped the video for the track “Free Yourself.”
The video, which was directed by Dom & Nic, tells a near-future story of factory robots freeing themselves. However, after freeing themselves, instead of attacking humans they simply start dancing like humans.
“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,” Dom&Nic is quoted in a press release.
“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?”
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