Co-directed by Will Hutchinson and band member Rhys Oakes, the psychotropic video for We Are Digital is teeming with electro-loving aliens gobbling flying saucers and revelling in the carnal delights of the sesh.
Is it a metaphor for a culture that’s dehumanising itself through its choice of endless chemical and digital entertainment? Or is it simply a room full of hive-minded folk locked in a joint quest for transcendence? The answers aren’t straightforward, but that’s how 10 O’Clock Chemical like it in the zany new video for their rollicking and incisive new single We Are Digital. The Track was produced by Matt Johnson (Jamiroquai) and mixed by Adrian Bushby (Muse, Foo Fighters).
10 O’Clock Chemical deftly channel the anxieties of digital hyper-connectivity into a concise display of hook-laden electro pop perfection. With its direct riffing and skittering percussion its very infectiousness could be read as a comment on the narcotising allure of self validation that social media us brings through pseudo interactions. Despite the glistening pop surface, there’s a darker stylistic underbelly. Fusing funk and industrial with effortless aplomb, 10 O’Clock Chemical examine the troubling implications of our simulated lives and vicarious experiences. With everyone caught in the same web, they ask us if mass communication has made us the ironic victims of a new and more pervasive kind of loneliness disguising itself as human interaction. It’s all delivered over three and a half minutes of the most relentless and intoxicating four-on-the-floor dance pop, making for a veritable witches brew of self-reflexive twenty-first century angst.
Having met through Stoke On Trent’s local music scene, 10 O’Clock Chemical was formed in 2016 between four friends discovering a shared love for rock and electronica: songwriter, keyboardist and vocalist Rhys Oakes , drummer Danny Shaw, bassist Josh Barker, and guitarist Jack Ellis . An enigmatic group with a penchant for sci-fi imagery and witty, observational songwriting, they were quickly voted Best New Artist by six hundred of their peers at the Staffordshire and Cheshire Music Awards in Spring 2017. Their debut single Babylon Is Fallen was released to critical acclaim in February 2018 via their own GRITPOP label, and the group plan to release their debut EP this June.
We Are Digital is full of catchy riffs and has a funky groove which is perfect for summer and is an ideal follow up to the more trance laden debut single Babylon Is Fallen.
You can catch 10 O’Clock Chemical live on the Favours for the Wicked Tour
15 June Night and Day, Manchester
22 June The Underground, Hanley, Stoke on Trent
27 June The Old Blue Last, Shoreditch, London
Photo credit: Mark Vyse