The Chemical Brothers announced their return last month with the relentless new track “Free Yourself.” Their team has been mum on whether or not this means a new album is on the way, but either way, it is good to see some new music from them. Now they have released the music video for “Free Yourself” and as you would expect, things are going to be a little different.
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The video finds itself a little in the future (or not), at Roboforce AI Labor Solutions, a company presumably there to build robots to replace human workers. The robots just want to be freed and turn the factory into a rave. Look out for the brothers themselves and watch all the way past the credits.
Dom&Nic, who have worked with The Chemical Brothers over twenty-two years on videos like “Hey Boy Hey Girl,” “Block Rockin’ Beats,” “Setting Sun” and “Wide Open” directed this.
“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,” explain the duo.
The video took seven months to film.
“It’s a black comedy and an observation or conversation about the possible future relationship between robots, artificial intelligence and humans,” they continue. “Maybe we don’t have anything to be scared of, why do we think the worst about AI and humanity?"
"We imagined a near future where robots had become a sentient underclass and we felt sorry for them and wanted to imagine them finding a way to free themselves, have fun and dance.”
This is their first bit of original music since 2015's Born In The Echoes.