I am your Gummibär: A packaged single and accompanying video with millions of views, yet still largely unknown. While the assembled dazzle soothes over a great deal, the question raised now: what exactly does it takes to get noticed? Across the the fiber-linked borders of culture and telecom the lack of continuity or synchronized lyrics become less apparent. Within the limitations of software, production is reduced to algorithm, simple progressions of melody forming a new, appealingly commercialized Esperanto. Through the constraints of the available YouTube files, the videos flatten difference into similarity, reducing eight languages into one.
Didn't Neil Young once complain that when played on compact disc, his music washed over you like ice cubes? The process of autotuning removes the all too fragile grain of the voice, reconstituting it with modulated clarity, and how hard it is to argue with the compelling technologies of progress. Perhaps it is better to take out what may not work and leave only promotable certainty. Should things be different? After all, even products can dance.
2012, digital video. 2 minutes, 39 seconds
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