“Rabbit in Your Headlights” – UNKLE w/ Thom Yorke
(Words/music: Josh Davis and Thom Yorke, available on Psyence Fiction, Mo Wax 1998)
In the late 1990s, MTV branded certain videos as “buzz clips.” These were videos from new artists gathering steam or, in a few cases, videos so provocative that people were, well, buzzing about them. UNKLE, the collaboration between DJ Shadow and Mo’ Wax’s James Lavelle, earned a surprising amount of MTV hype almost exclusively due to their video for “Rabbit in Your Headlights.” To this day, it is impossible to listen to this song without thinking of the grumbling man getting hit by cars or the surprising supernatural ending. MTV went beyond “buzz clip” status by effectively banning the video and only playing it during late hours and with a disclaimer. This, of course, made these off-hour occasions event viewing and elevated the clip to “did you see that” status.
Now, if this were a decade later, the name “Thom Yorke” would have shot “Rabbit in Your Headlights” up the trending topics and Hype Machine charts. In 1998, Yorke was at best a secondary draw; this was right around OK Computer’s rise to acclaim, but the video made far more people in the States take note of UNKLE. It’s an interesting comparison – a visually stunning (and, to some, philosophically provoking) clip put “Rabbit in Your Headlights” into the homes of a surprisingly wide audience. Maybe it was the slower pace that buzz disseminated then (think about how quickly the buzz bands turn over these days), or maybe it’s just an exceptional piece of film, but this image will always come to mind when I think of UNKLE.
More on UNKLE: Allmusic | Amazon MP3 | Emusic | Last.fm
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