YACHT subvert social media lifestyle brands in “Shame” video (watch)
YACHT have made a video for “Shame,” the opening track off last year’s Strawberry Moon EP. Looking like something out of an LA spinoff of Portlandia, the video doubles as a faux-commercial for the “organic life mist” Kibu (which YACHT say is actually real and coming soon), and it stars YACHT members Jona Bechtolt and Claire L. Evans as a hipster couple who uses Kibu for everything, goes to farmer’s markets, makes pottery, and puts everything they do on social media. Here’s what YACHT tell us about the video:
This is “too close for comfort cosplay,” like nobody noticing you parted your hair on the wrong side. The world of wellness and social media lifestyle brands (#vanlife) is our generation’s back to the land movement, a fantasy of escape from the rat race and from the darkness of our millennial prospects.
We want to highlight how much thought and work goes into the appearance of effortlessness. Kibu (pronounced key-boo) is our lifestyle brand. Kibu is Ubik backwards. Ubik is a novel by Philip K. Dick about a spray that holds reality in place. Kibu is a real product. Kibu is a real brand. Kibu Mist is coming soon, in an exclusive collaboration with P.F. Candle Company.
Director Kailee McGee adds:
Everyone is faking it to an extent, especially in Los Angeles. We carefully mold our social media personas and frequently value posting evidence of a good experience more than the actual experience. I wanted to make a funny and subversive video about the pressure we feel to keep up a veil of effortless and abundant perfection.
The video pairs well with the sarcastic synthpop of “Shame,” as you can see for yourself. The video premieres right here:
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The members of YACHT have been busy with other projects too. As we mentioned last month, Jona and Claire have been involved in the restoration of The Triforium, the largest musical instrument in the world. Claire is also releasing her new book, Broad Band, “a feminist history of the internet,” on March 6 via Penguin Random House. YACHT have been commissioned by Film Independent to write and perform a brand new film score to 1979’s Alien at LACMA.
And last but not least, YACHT are working on a new album and an accompanying documentary called MEMORY, both of which will be out before the end of 2018. Stay tuned!
YACHT — 2018 Tour Dates
01-12 Chicago, IL – Schuba’s
01-13 Toronto, ON – The Garrison
01-15 Boston, MA – Great Scott
01-16 New York, NY – Bowery Ballroom
01-18 Philadelphia, PA – Johnny Brenda’s
01-19 Washington, DC – Rock & Roll Hotel
02-03 Seattle, WA – Baboza *
02-05 Vancouver, BC – Fox Cabaret *
02-06 Portland, OR – Mississippi Studios *
02-07 San Francisco, CA – The Independent *
02-09 Los Angeles, CA – Lodge Room *
02-10 Phoenix, AZ – Crescent Ballroom *
* with French Vanilla