Very good pop art is the product of an alchemical process through which the unexceptional parts of ordinary life are infused with value and dignity. At its core, it’s an expression of sympathy and a call for all people to re-examine the people, places, and things that we typically ignore or even avoid. To me, this video for “Welcome to heartbreak” by Kanye West & Kid Cuti is this sort of work. It takes an aspect of modern life that we all know and dislike, the shitty resolution of online video, and turns it into a source of beauty. Maybe it’s because I’ve been dealing with this bogus ass Chinese connection for too long, but I think this video is pretty great. It even works with the broken down emotions and low-tech futuristic sound of the song. Directed by Nabil Elderkin. He’s done a bunch of other videos. Check him out.

PS - Apparently this video by Chairlift predates Kanye’s and takes the technique a bit further. It was made by Court 13. Hopefully they’ll get some residual shine from this. Thanks T!

PPS - Bev pointed out another predecessor and probably an influence on both the clips above - Takeshi Murata outta LA.

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