Just peruse their video catalog for a few minutes and you’ll probably understand how YACHT has solidified their place in the upper echelons of weird, and super cool, but definitely weird pop. There’s shit like a man gorging the body of christ, large C.G’ed landscapes circa Windows 95, or the band traversing space on immobile exercise equipment. There’s just so much exaggerated imagery, and juxtaposed against really smart methodical songs, the whole thing leaves you incapable of not thinking about something more meaningful. At their cheekiest and most “entertaining”, they consistently error on the side of artful presentation.
Having put all that out there, it should come as no surprise that the band, to announce their new album I Thought The Future Would Be Cooler, would do something like simply type up those words and plaster them a billboard in the middle of Santa Monica. Moreover, they didn’t just take a photo of it (which would have worked fine), they shot a video of the billboard with a drone. You read the words I Thought The Future Would Be Cooler, and you just watch them get swallowed up in a maze of smog and compact cars. The earth isn’t on fire, but it’s certainly coated in a thick layer of I don’t even know what. Perhaps this is what the future is, or isn’t, or doesn’t have to be, if the future is real, orrrrr….
I Thought The Future Would Be Cooler, is due out on Downtown Records later this year.