Santigold has been on my radar since 2007, back when she was Santogold. Click here to read an early post on her. Side note: I still blast You’ll Find A Way (Switch & Graeme remix) every once in awhile. To me, Santi White has always stood out as a musician marching to the beat of her own drummer, not overly concerned with what the “establishment” has to say. Her latest video, titled “The Keepers” is a gem of social commentary, mostly on how disconnected we are from real human interaction.
Directed by Santi, the video is set against the once idyllic suburban backdrop of the cherished family dinner, we see how far our family values have changed. Plastic surgery has become something that is revered and applauded while some are hypnotized by the mindless drone of the television. In fact, chaos, crime and a general uneasiness surround them but they are so adapted that no one in the video is fazed when a drive-by occurs.
The family is intentionally homogenous with blond wigs including Santigold and they wear modest 50’s era style of clothing. There’s a sinister, toxic green hue everywhere, invading the house, food and drink. Everyone exhibits an outward jovial appearance even as the catchy chorus swells, “We’re the keepers, while we sleep in America. Our house is burning down, our house is burning down.”
In an era, where mainstream musicians strive to keep their place on the charts with formulaic videos and songs, it’s always nice to see an artist stepping outside the realm of what is expected.
P.S. Keep your eyes open for a cameo by GZA.
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