"The sculpture is the brainchild of Partizan director Saam Farahmand, who is keen to push the boundaries of what music videos can offer. “Music videos are a 2D visual interpretation of a song,” he explains. “We are interested in creating spaces that exist as a 3D physical interpretation of a song or an album, and that is what we have created for the album xx.” (...) "

more info here: www.creativereview.co.uk

Yep, that's one of the ways to do it moving forward. It would have been cool to see a focus on the message and mood of the record, instead of the standard performance video. But that's a personal preference.

No video?

Three big tv screens playing performance footage while some lights twinkle to the music... Is it bad that I was rooting for it to underwhelm after hearing Saam's pretentious explanation? Who talks like that?

I love it when ideas genuinely "push things forward", but the way creative review gushes about things makes me want to strangle someone.