Yeah I read that, and was slightly pleased to see a message was intended to be behind it (even though it fails in the video in my opinion), but as I read it, I can't help but disagree with the director...comes off as real damn pretentious
Fuck it, here goes a big ol rant...
"It's about dying on different levels - both physically and metaphysically.
Reminds of me damn art students...What does this have to do with the music or the lyrics? Or the message of the band/song? It's a video, a shock one at that.
We were also inspired by South Central's album title which was in turn taken from Debord's theory of the 'Society of the Spectacle', we wanted to create a video which on different levels was a spectacle in itself. We leave it to the audience to evaluate their own emotional response to the 'spectacle before your eyes' - it might be awe, disgust, amusement, shock etc. All these things and more.
Point made; shock. To rile up the audience and make them pay attention. Not to the message though, but the blood.
I guess we are attempting to spark up and activate within the audience some emotion, in an era where violent games such as Call of Duty, Manhunt and GTA are the biggest grossing forms of entertainment.
Manhunt came out 8 years ago, wasn't a big seller, and Manhunt 2 underwent too much controversy to sell well either. Not to mention Mh1 was a masterpiece, depicting the dirty lower rungs of life in the world, using snuff films, ambiguous lack of dialogue and gore to it's advantages. Call Of Duty is a manufactured success, as well as being a straight up war game. GTA is a videogame satirical epic with great allusions to modern cinema and literature. I'd even call it videogame modernism.
Of course it could be that through desensitization the spectacle is much reduced and you are left unmoved. Hence why you see South Central walk through the whole scene unaffected by the carnage which is happening immediately around them, they are completely oblivious, in the same way that people in our mass media driven society are oblivious to the violence they consume regularly via entertainment.
I don't think ANYONE watching the video would see this. No one would see them walking through the deaths and draw parallels to them watching the news. There's no other analogies, personifications, nothing. Just them walking through deaths. I could tack any reason onto that and it's seem to fit. 'They represent the rich in the world as Zambians die' or 'They represent the media as the public's truths go unheard and killed'. If anything, saying that they represent us being oblivious to war is a patronizing as fuck statement. What, the director knows some crazy shit that no one else does? That the 'oblivious mass media driven society' don't know? Well guess what fucknut, if they're so 'obliviously mass media driven', your hidden message in a MUSIC VIDEO isn't going to mean much, is it?
As a result are they more likely to be divorced from the real violence being reported by the media from trouble spots and war zones around the world?
You tell me. I'm pretty detatched yet fully aware of it, as is anyone who knows anything. Fucking hippy. War is horrible, we GET IT, through common sense, not a South Central video.
Put simply South Central appear like grim reapers drifting desensitised through a violent reality propagated by a mass media we all partake of daily, of course in the spectacle you see in 'Day I Die' it is actually you looking through the gun sight, the real question is - are you the one pulling the trigger?"
Oh, beautiful, not only is he patronizing us by calling it's viewers obliviously mass media driven, he's guilt tripping us. We're the grim reaper. Well that's where as a video, the analogies shit on themselves, as I thought SC were meant to represent us? But we're also pulling the trigger in first person? But SC are also the grim reaper? WAT.
K,
my view is simple;
Song is ok, I'm sure lots will like it
Video is a mindless shocker from initial views
From directors intentions/message, video is uber fucking retarded, insulting and ignorant.