Tuesday, July 10, 2007

Re-Definition: eMC "What It Stand For?"

eMC "What It Stand For?"

dir. by Rob Alphonose

In many ways eMC seem to stand for the same things as everyone else in the game, at least thematically. But as they rifle off one clever phrase after another, you begin to hear a lyrical creativity that sets them apart. The video has its moments (the transitions are nice), but it primarily defers to the song to keep things afloat. The beat by Nicolay (of Foreign Exchange fame) is supremely addictive, and the references to "eMC" in almost every line are entertaining - though we were left waiting for the obvious Einstein shout out.

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Depth of Focus Videographies: Radiohead / Bjork / Michael Jackson / Bowie