EMA Gets Down With Girly GIFs for ‘So Blonde’ Video
Second release off 'The Future's Void' LP examines beauty and stereotypes
Following the jarring, industrial sounds and visuals for “Satellites,” EMA is back with another cut from upcoming second album, The Future’s Void. On “So Blonde,” the singer also known as Erika M. Anderson has a bit of fun with the “generic” image of golden-haired beauties, inserting bikini-clad animated dancers into carefree scenes of Venice Beach.
“The smiling blonde white woman is the most exploited image in the world. Can we talk about that? How about discussing if the selfie is a new form of feminist art or just a direct descendant of capitalist advertising? No? Hmm… Yeah, I couldn’t figure out how to put that into a video either,” EMA said in a statement. “So how’s about I just roll around Venice Beach wearing a Jim Morrison T-shirt while gifs by Molly Soda bounce in and out? OK! That works! The semiotics of palm trees! Everyone gets the shorthand of SoCal. It’ll look great, be fun, and still gets to ask the important questions: How many bits do we have to reduce the dancing blonde babe to before she is no longer a symbol of sexiness? At what point do tits become simply bits? And who owns the sparkly dolphin anyway?”
Check out the video above, which was directed by Vice Cooler, and pick up The Future’s Void on April 8 via Matador.