On July 21, Basement Jaxx premiered their new music video for their song “Never Say Never” from the duo’s new album Junto available August 25.
Felix Buxton and Simon Ratcliffe brought their electronic dance musical skills together with the talent of Sci-Fi short film director Saman Kesh to create this music video.
The story that unfolds in the “Never Say Never” video is set in the future in Tokyo, in a world where hardly anyone dances. In 15 years, 98% of humans will no longer dance, according to one of the owners of JAXX Industries.
Husband and wife, Mr. and Mrs. Nakamatsu, work to bring dancing back to humans by inventing the TW3RK-BOT1.0, a machine that twerks and therefore shows people how to dance.
In the video, we see how the inventors work hard to create this product overtime, something that “will stimulate the world to dance again.”
The scenes where the two are working to create this machine–playing with different technology and mimicking how humans twerk–are complemented well with the tune of the song.
The song starts with strings and a piano which keeps a very catchy tune. Basement Jaxx is able to create sounds that feel very futuristic and almost robotic, which therefore match the video and its setting.
The repeated lyrics of the chorus: “I’ll never say never again” works well with the music video in the sense that JAXX industries conquers the idea that people will stop dancing. People were supposed to never dance again, but they are able to successfully create these machines that change this predicament.
The song has a great beat and the London singer ETML who is featured in the song has a good voice, which is steadily controlled, reflecting the machine-like quality of the song.
The music changes pace just as the inventors realize that the product is finally finished. The song therefore creates the feeling of a change happening right when the goal is achieved–hinting at the good changes to the world the technology will bring. “Then finally, finally we’re free” ETML sings.
The video is intriguing and tells the story successfully, although it does open quite strangely with the scientists dressed all in white uniform slapping a plastic butt.
The selling of the machine is particularly interesting, as the video shows the advertisements for the TW3RK-BOT1.0 with banners reading “learn to dance this holiday season” and we watch the item get sold out.
At the very end of the video we are left with an image that sticks in the mind: a TW3RK-BOT1.0 that has gotten out of its package and is dancing to no music in a desolate street.
Watch the “Never Say Never” music video below: