by Jason Stone |
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The reaction to this video accompanying non-binary superstar Sam Smith's new single 'I'm Not Here to Make Friends' has been something to behold. From the gratuitous overreaction, you would think that Smith is responsible for corrupting every young person who so much as glances at a screen when this is playing, and if this is not bad enough, the singer is also being slammed for possessing a physique which falls outside the Daily Mail ideal. What critics of the video are failing to notice is that the publicity they are providing is very much part of the plan (so the joke is on them), and that the video itself is a magnificent slice of gaucheness from a performer who clearly wants to put everything out there while they have the world's attention. The choreography, the costumes, and the playful imagery operate in perfect harmony to provide a perfect accompaniment to the track... director Tanu Muiño has delivered a thrilling promo guaranteed to extend the reach of the song, and if anyone doubts that the controversy was fully intended then we suggest you remind yourself of the song's title.
Product Category: Promos
Territory: UK
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