Grammy-nominated singer Khaled has a brand new album popping out, and the primary single, “New Regular,” is as glossy and sultry as a summer season afternoon, which is odd as a result of the video that accompanies the monitor is essentially of a enterprise capitalist. it is a dream. Reality.
The video depicts a futuristic utopia crammed with skyscrapers, autonomous autos, drone deliveries and sensible houses. Khaled’s video is crammed with actual merchandise from actual corporations, not generic variations—an indication that the singer in all probability had some enter from Silicon Valley in crafting his love letter to our surveillance capitalist nightmare of the longer term.
issues are off to an attention-grabbing begin when Khalid, rocking some sick blue-purple hair, rolls from autonomous car startup Zoox to his house in Robotaxi. The Amazon-owned firm simply unveiled a toaster-sized driverless shuttle final December. It is not even out there to the general public but, however in Khaled’s imagined future, the highway is crammed with Zoox Shuttles—and solely Zoox Shuttles. (I used to be instructed concerning the video by a PR consultant for Zoox, however have but to obtain a reply about whether or not the corporate paid for product placement.)
As Khaled dances by way of the inside of LA’s Bradbury Constructing (made well-known by blade Runner, a extra life like model of the longer term), others are placing packages in drones that transfer across the constructing’s sprawling atrium. Why are there drones contained in the constructing? Will not they simply break into the skylight? Is there some form of rooftop portal for drones that managed to be put in regardless of the Bradbury Constructing’s designation as a Nationwide Historic Landmark in 1977? These and different questions go unanswered as Khalid continues to slack by way of the tune.
The singer then enters what I can solely describe as a clear model of Korben Dallas’ house fifth aspect (Examine this to a extra correct depiction of our chaotic and punishing future). The room is barely greater than a closet, however the partitions are lined with hydroponic crops, which I feel is mainly speculated to make us really feel higher about residing in a well-lit coffin. Khalid makes use of a sprig bottle to water his crops. We nonetheless have spray bottles sooner or later!
However possibly I spoke too shortly, as a result of the subsequent shot reveals us an computerized water system activated by Khaled’s PS5. Once more, this raises numerous questions: How far into the longer term might it’s, if it nonetheless has a PS5? Perhaps he is within the retro console? And why would the PS5 management its water filtration system? Is it a Sensible Residence Hub now? I am so confused.
Exterior, robotic jockeys with knee-high deliveries swarm for house on the sidewalk. The advertising and marketing group at Starship Applied sciences will probably be kicking themselves over their failure to get their model identify throughout on this video. Khalid sings in some form of sensible dwelling panel on his wall, and his vocals are clearly transmitted by way of the supply robotic. I am unsure how I really feel about sidewalk robots that sing whereas trampling our toes, however let’s transfer on.
Then, in what seems to be a very shameless second of product placement, Singer remotely pays for one thing on his sensible dwelling panel (for what? It is unclear) utilizing Chime, a startup mentioned to be priced at Rs. is $14.5 billion. Does anybody really use Chime? Khalid certain does. Who wants Money App? Solely the perfect fintech for our man.
Because the video performs, we find yourself opening our blinds to see a large billboard exterior our window promoting rockets journeys over the picture of Khalid. It is somewhat unclear what the advert is promoting. A 90-minute rocket journey to the Moon could be actually, actually quick. Most likely too quick for any of the semi-realistic strategies proven on this video. Is that this a point-to-point industrial rocket journey between LA and New York, within the vein of the thought Elon Musk’s aborted two years in the past? Had that been the case, 90 minutes would have been an excessive amount of. Is Khalid’s file label, RCA, sponsoring these Rocket Excursions? Shade me skeptical.
Khalid’s timeless love for Silicon Valley tradition should not come as a shock. Ultimately, the singer debuted his single “New Regular” throughout a dwell efficiency at Virgin Galactic’s spaceflight launch, which despatched Virgin CEO Richard Branson to the very fringe of house. They clearly have a delicate spot for big, multinational corporations looking for to vary the material of our actuality.
However whereas the video could also be unrestrained in its romantic emotions for Large Tech’s quest to dominate our lives, the lyrics are literally somewhat extra nuanced, even with a loser. “Although I am unable to promise you a lot / You will be wonderful, you may be wonderful,” Khalid mentioned. I actually hope it is true.