VEVO Sadness Disease

Reading this back, I can’t work out the target audience, it seems to be that simply more ungerminated seeds are falling a little chaotically out of a pocket and forming an odd trail…

…On the subject of my mind being a bit opened by this song and its music video. It feels like someone came and opened a door I didn’t know I really had and showed me this world that caused me to come over all faint and fluttery. When I was 16, I put my eggs into baskets, one of those baskets was a gradually conditioned response to VEVO logos; i.e. if I see it, I bite my lip, fight a frown, try my best to feel intellectually okay, try not to associate it with a commercialist monster and try not to blame all my sadness on some imaginary commercialist monster who steals my soul and vaguely and superficially makes reference to it in my ‘Past Experience’ section on my CV. No, that conditioned response to VEVO (and I guess loads other logos, symbols, celebrities, media-outlets) has shrouded my head in exhausting doggish alarm bells for a good 5 years, and led my mind far away, astray from that beaten up term; ‘the beaten track’. I sense the absence and the loneliness often; how it’s led me away from a huge community spirit that is so rife in many of the clubs and nightlives of my University city, let alone the cheery drive-time waves of the big radio stations. Clubs have made me cry more than once, radio has almost head-butted my steering wheel. Somehow, since 16, I have forged a currency of music that excludes the neighbour I most often bump into by accident and embraces the people who feel at least as musically remote as myself, yeah – musical remoteness doesn’t do good for an open-heart, let alone a sober willingness to let down your hair and properly embrace to the slightly auto-tuned Happy of Pharrell Williams.

I narrate this all retrospectively, because, like I say, a hidden door has been slowly opening in my head of late, and was very much properly hole-punched with the watching of this typically perfect hi-fi VEVO music video to Sadness Disease by Urban Cone. Now, I look back, above, and I see a well of weighty words, and they kind of just look like good beats from a silly place, to be thrown around. The knots and abandoned baskets they refer to seem somehow not real, manifested. Venture into the limelight, join the club, and throw my words into the big bright light ceiling. Shower my fellows in white stuff and grey stuff and drifting clouds, hmmm…. full stops and stomach flops. This tune is a parody of feeling sad, and something in my sternum stirs massively at the thought of its soon-to-be million listeners who know how it feels to feel sad and listen to this song in some pure moment of clarity, finding ourselves somewhere, anywhere, in company or without, resting our tired backs on this beautiful backing track: this is the state of good music that speaks volumes to spirits, big community feelings, the things a being would like to verge upon – and where it strikes chords, in this beautiful video-way, it should be shared without any shrouding doggish and exhausting alarm bells. Turn the bells off and pick up your eggs and untie your knots and get beating to this upbeat track from Swedish band, Urban Cone.

I’ve just this minute read the press release attached in the promo email and the message that the band ‘put out’ is good:

Today sees the release of ’Sadness Disease from Swedish quintet Urban Cone. The first single off the band’s forthcoming full-length album due out next year on Polydor, ”Sadness Disease” sees the band tackle a difficult subject – trying to live up to society’s impossible standards of beauty and perfection – while keeping its signature wit and hook-laden pop sound in tact.

“‘Sadness Disease’ is about the psychological damage of trying to attain the idealized version of beauty and perfection that exists today,” explains Emil Gustafsson. “It’s something that both men and women experience, and it’s not real, it’s not possible.”

Bandmate Rasmus Flyckt adds “In Sweden where we come from, its dark so much of the year, cold too. It affects your experience of the world in many ways. We write music in an attempt to create sunshine; it’s a reactionary impulse to create light out of the darkness. If you listen to the lyrics of our music, they’re quite dark. It’s serious music that’s made for dancing.”

Good mental muscle music, this song is great, completely in love with it.


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