Pitchfork

In Simian Mobile Disco's video for "Hustler", girls sit in a circle playing telephone, then they slowly begin making out, each one trying to outdo the last girl. The video is intentionally cheap and grainy to give it an Eon McKai look, so watching it becomes even more NSFW than it actually is: it feels like you're spying on a slumber party. It's a video that makes bands punch their fists through walls for missing out on a such a simple and effective concept. Of course SMD videos are great for having just one simple concept-- their clip for "We Are Your Friends", beat out the Kanye West's high-budget action video for best video at last year's MTV Europe music awards.

The group's latest video for "It's the Beat" is also backed by a simple concept. Here the clip's characters wear white clothes and have white furnishings lined in black, which gives everything a cartoonish look (but since the room's objects are still three dimensional, it doesn't end up looking like the "Take on Me" video). The room slowly fills with painted-on color. Of course, this video stars a tall, hairy guy with a ponytail and a neckard, so it doesn't hold up to repeat viewings as well as "Hustler" does. Maybe they should have gone with the track's guest star, Ninja from The Go! Team.

Video: > Simian Mobile Disco: "It's the Beat"  [WIN]
[from "It's the Beat" single; due 03/27/07 on Witchita Recordings] | [PRE-ORDER]