machinegum Celebrate Digital Connectivity By Featuring Their Fans In “Kubes” Music Video
Art Collective Release Socially Distanced And Crowd Sourced Music Video
Artist collective machinegum, which includes famed The Strokes drummer Fabrizo Moretti, have released their first music video for single “Kubes” off their debut LP Conduit with the help of their fanbase. Directed by actor Justin Bartha, the visuals are composed of multiple fan submissions that sync seamlessly thanks to some very specific daily routine instructions that could be accessed by the public via the bands website earlier this year.
Elevating a theme of interconnectivity, the video spans a multitude of faces and places as they seemingly progress through a similar day of waking up, brushing teeth, drawing on your face, draw on the sidewalk, chew gum and even culminate in quite the dance party. Throughout, the bubblegum pink aesthetic that has driven through the collectives narrative is spliced into the video in segments as vocalist Ian Devaney performs the synth-pop tune.
In an unprecedented era of self-isolation, the video seems wildly timely. However, the conceptual aspect was spawned long before COVID had restrained everyone within their own homes and seeking DIY solutions.
Regarding, Moretti shares “This list included everyday actions that were meant to reproduce universal commonalities and thread a story of harmony between apparent strangers. Sadly, the idea is more relative now than when first conceived, but hopefully a new perspective can be adopted. Perhaps this video can celebrate the beauty that comes from perseverance, community and new forms interactivity.”
Watch “Kubes” now below:
machinegum is an artist collective & experiment, compromised of Fab Moretti, Ian Devaney, Martin Bonventre and an evolving community of collaborators & contributors that draws inspiration from involvement of the viewer/interpreter. In the hope of promoting inclusion and propagating further art in its name, all pieces integrate an element of response or interaction from the individuals witnessing it.
The single is the latest off of their debut LP, Conduit, which will be out in physical formats on July 17th on French Kiss Records.