I want to let you in on a secret.
Thom Yorke is invisible. And you should also know, in case you don't, that Radiohead mean business again!
I don't know. Daydreaming is gorgeous. Beautiful and hypnotic from the first spin and definitely more like their classic material than Burn The Witch.
But Radiohead are being so serious this time around that their music is secondary! They've got things to say, and mini movies to make. And they're here to show us that the world we live in is completely flawed, and that we (yes, you!) have some serious problems.
They are capturing the world's attention because what they're releasing is so good that everything else is kind of embarrassing in comparison.
The thing is, everyone is going to adore the video and Thom Yorke's appearance and performance. It's so memorable, partly because it's filmed in nondescript places. Everybody is going to be like, wow, if only you could get nominated for an Oscar for a music video, because that is some crazy giving it your all kind of stuff.
But can I just say, with all his cash, would it have been that hard for Mr Yorke to invest in some Pantene conditioner? Or some V-O-5? Or in some non-animal tested conditioner at the very least that you can get from those local hippy markets?
But where J.Lo operates in a world where appearance is secondary to message, the Brits live at the polar extreme.
J.Lo's feminist statement is couture feminism. Just like Beyonce's was, and just like Madge's cynical campaign for the even more cynical Dolce and Gabbana was.
But can you imagine if those ladies actually had the freedom to strip off the make up? To hang up the designer threads and go all Thom Yorke to get to the heart of what they're trying to say?
The world would probably end. Or if it was Beyonce in place of Thom Yorke in this video (and that would've been great to see) would we just be sitting there picking her appearance apart on a minute level? Hell yes. And we'd probably be calling her a rude beyish for entering into people's dwellings without even knocking. The nerve of that woman!
I know that I should feel sorry for Thom. I bet Thom looks like that cos he's always on the go. He never stops walking in and out of places. It's not as if he ever sits down and has a cuppa and puts his feet up, and if you don't take time out for yourself, then of course you're going to wear yourself out. He just gives it his all before he finally konks out in front of the fire, poor love.
But that's what it's like for musicians today. They have to be on the move constantly, visiting all kinds of B towns so they can earn some cash through their tours and encourage people to buy a tshirt, cos you know nobody's going to actually pay for your album.
Watch the video and tell me what you think. In the meantime, I'm gonna send Thom an email. If Radiohead mean serious business like it seems, then I think they need to open a pop up store. You know that Drake and Kanye already changed the world with theirs, but the thing is, at the end of the day, it's the indie kids that really bring change into the world (and cash into other people's pockets).
Dave Di Vito is a writer, teacher and former curator.He's also the author of the Vinyl Tiger series and Replace The Sky.
For information about upcoming writing projects subscribe to the mailing list.
Dave hates SPAM so he won't trouble you with any of his own. He promises.