Like Garageland’s later video for “Beelines to Heaven”, Emulsifier have been inspired by old pop TV shows like “C’mon”. But this ain’t no historically accurate costume drama. Rather, it looks like an explosion in an opshop, with clothing and hairstyles from different pop culture styles of the 1960s and 1970s. But then, being New Zealand it is actually possible that all this stuff could have been in vogue one afternoon in the early ’80s.
The video is shot in bright, rich colours with a slightly jerky style. There’s also some green screen magic where the band gyrate in front of insane psychedelic fractel backgrounds. By this stage I’m almost at the point of wanting to embrace this crazy world of “Get On Up”.
And it got me thinking – what was music television like in the 1970s? Well, some of it was really good and edgy, but other stuff was cheesy as. I’d like to send Emulsifier back in time to see what sort of televisual magic they’d could create with the team at Avalon and their smoke machines of drama.
But maybe this digi-psychedelic-opshop style suits the song. It’s a perfectly ordinary piece of early-’90s, Chili Pepper-inspired pop funk, so maybe it works to also have a video that’s trying to be something cool from another era but isn’t quite getting it. It’s not 1974. It’s 1994 and they’re a bunch of young New Zealanders wearing comedy flares and nylon party wigs.
Best bit: the old opshop granny wigs disguised as shaggy cool dos.
Director: Josh Frizzell
Ngā Taonga Sound & Vision
Next… showdown at high noon.