In 1965, The Who sang, “I hope I die before I get old.” 32 years later, Robbie Williams echoed that sentiment with the words, “I hope I’m old before I die.” This shift in attitude towards aging speaks to a trend among today’s youth: to weigh many of life’s questionable choices against their perceived healthfulness, while also managing to still have a lot of fun
In their new music video, “Young Rich and Radical,” the French quartet known as Club Cheval pull these themes together in an eye-grabbing production directed by Laura Weaver. First we see a collection of young hipsters meandering their way through cigarettes and red wine. Eventually however, things take a sharp turn down sober alley, as wine turns to water (sorry Jesus) and smokes become bank notes that one dude plays like a flute. We even see a rack of tie-dyed shirts transform from beacons of psychedelia to jet black tees emblazoned with the word “discipline,” which just happens to be the name of the group’s debut album on Brodinski’s Bromance Records.
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With temptations around every corner in and out of the club, perhaps the Frenchmen are testing us all—putting many of life’s devilish goodies right before our eyes, only to take them away as their silky vocoded grooves turn up our ear drums.
