[Video] Joe Goddard – Lose Your Love

Easily one of the most influential architects thriving around the edges of dance & electronic music today, Joe Goddard seems to carry a certain gravitas whenever his name is attached to anything. Known by most casuals as one of the chief patrons behind almighty indie-tronica troupe Hot Chip, and co-founder of Greco-Roman Records (the same label which helmed debut releases from the likes of Disclosure, Roosevelt & TEED), Goddard has also quietly carved out quite the tastemaking assemblage of admirers over the course of 20 years worth of high profile remix work as a solo artist. Goddard’s latest single to come from the aforementioned Greco-Roman camp, “Lose Your Love”, received its visual counterpart today, and quite honestly, it’s one of the more polished and funnier music videos we’ve seen over the year.

On its own, “Lose Yourself” is a soulfully lovely, throwback house ditty propped up by robotic synths, but through the execution of director Fred Rowson, it takes on even more personality. In line with Goddard & Hot Chip’s playful nature, Rowson crafts a quite honestly hilarious homage to modern-day, cultish ‘healing’. Pacing things off in what looks to be a rec-center based yoga class before delving into offbeat 80’s VHS tapes, a street recruitment of followers, and climaxing with a Shakers type religious group convulsion on the floor, Goddard’s created a cheeky accompaniment to a catchy tune, and done it well. Really, I don’t even know what I just watched but I laughed and loved pretty much every second of it. Have a play for yourself below.

from The Music Ninja http://ift.tt/2gLgYTf