Not that anyone needed it, but Swedish collective Hips is giving yet another reason why Sweden is the coolest country ever in their video for "Loose Tonight."
Directed by Gustav Stegfors, who has directed videos for the likes of Adidas in the past, “Loose Tonight” is a rather simple flick that follows a group of different people carrying around a little disco ball. The track itself is supremely funky, and the focus on the disco ball does an excellent job of showing the style and aesthetic of Sweden (and I’d wager those in the band) as it switches hands and travels around the city. The whole thing feels more about fun than anything else, with the disco ball almost personifying the music or funk as it moves from person to person.
Another nice touch is the focus on instrumentation as opposed to the musicians themselves. As Hips is a rather unknown group, it would make sense that they would want to concentrate on the artist's themselves as a way to build up some recognition. Instead, they shirk that idea and focus on just the instruments and the city, making it more about the music than the individual artists.
There isn't much on the inter webs about Hips, but really, how much more do you need after a track and video like “Loose Tonight?” Answer: not much. It’s funky, it’s groovy, and it’s not self-obsessed. For all you artists out there, take notes. For everyone else, press play on "Loose Tonight" above and enjoy.
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