Chairlift – Evident Utensil vs Kanye West – Welcome to Heartbreak

So I posted that Kanye vid yesterday and wanted to follow up on a couple things…

I read that the next Kanye single is going to be Amazing but they were already working on a video for the follow up single which is set to be Welcome to Heartbreak. Since there was another vid making the rounds that used the same technique as the Heartbreak video Kanye felt they needed to drop it now. So they did.

Well today I figured out what the ‘other video using the same technique’ was. It’s Chairlift! You might remember these guys from their song Bruises which was featured heavily in an iPod Nano spot that was running around Xmas time. I’m not a big fan of that song but it was a breakout for the band.

Anyway, I wonder how two different directors wind up using a very unique technique at the same time. There must have been some update to some Apple software that offered this effect and they both jumped on it? I can’t figure any other way this could happen.

It’s a great effect and looks cool in both videos. Kanye’s vid uses it better I would say. The technicolor adds to the striped down effect which makes sense with the pixelation. Also the way new scenes emerge out of the frozen pixel mess looks better in the Kanye version.

We are living in a digital world, and I am a digital bro.

  •       Chairlift - Bruises