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When we think about the evolution of music videos in the era of YouTube and digital music platforms, we often overlook these sonic wizards from Montreal that go by the name Chromeo. Made up of old friends David Macklovitch (Dave 1) and Patrick Gemayel (P-Thugg), this duo arrived at a time when people were beginning to question the relevance of music videos. But Chromeo refused to play by the book. Their video for "Needy Girl" in 2004, with its low budget special effects and captivating synth-line, felt like an offbeat, tongue-in-cheek homage to both 80’s excess and B-movie aesthetics.
They didn't stop there, continuing to marry their retro-styled, infectious electro-funk with visuals that were equally playful and charming. From the literal interpretation of their single “Night by Night,” featuring a competitive dance-off between a forest ranger and a break dancing bear, to the more surreal offering of “Come Alive” where mannequins spring to life in a department store, each video served as an enjoyable, quirky extension of the music. Though the “Jealous (I Ain't With It)” video had Macklovitch's character being upstaged by his wedding officiant, the image of him, in his dazzling glitter suit, passionately belting out vocals in front of neon crosses resonated with many. With their distinct blend of innovation, fun and touch of eccentricity, Chromeo managed to turn the music video into an art form still worthy of our attention-slide - undoubtedly striking for a band that predicates their image on two inanimate objects: a mannequin leg and a synthesizer.
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