Boys Noize Video: Ich R U

Written By Guest Blogger Marta Baniukewicz Computer keyboards, computer keyboards, computer keyboards. Have you ever imagined a world entirely built out of keyboards? Well Patrick Jean and Sebastien Loghman, the directors of the new Boys Noize video to the song “Ich R U,” off the German producer’s third album, “Out of the Black,” definitely have. Everything,  including the person, record player, speakers, clock, disco ball, even the computer and the piano keyboard is made out of old-school keyboards. Indeed, the whole video is kept in the spirit of the 80’s with the color scheme of black, white, pink, purple and blue, with references to computer hardware from the same époque.

This style corresponds to the sounds of the track with synth-pop, robotic-like influences. As for other references the mask idea reminds me a little of Daft Punk, and the brief image of the skull, also made out of keys, reminds me of the cover of the first album “Oi Oi Oi” (2007) a la Damien Hirst. “Ich R U” – the single letters are emphasized in the visual side of the production. The keyboard-based objects could most likely be put in an art gallery alongside the trend of recycling old materials for new artworks, commenting on the present addition to technology, especially with the idea of it clashing with nature, as we see at the end of the video.

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