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GUM

GUM, the stellar project from Tame Impala's multi-instrumentalist Jay Watson, has carved out a unique niche in the music industry. In addition to creating psychedelic-infused tunes, this Australian artist is also known for his creative approach to music videos, applaudably contributing to the visual side of the tracks. His "Misunderstanding" video, for instance, borrows the sweeping aesthetic of '80s glam rock, combining vibrant animations with affectionate nods to vintage CGI. The blend of modern and nostalgia evokes an enigmatic mood that's both stunning and slightly peculiar, in a way that you can't help but enjoy.

One of Watson's most memorable videos is "Elafonissi Blue," a tip of the hat to retro Japanese RPG video games. Here's an interesting aside: Watson himself is an avid vintage gamer. This passion bleeds into the video, down to the 8-bit sound effects and anachronistic graphic style. Beyond the visual aspect, GUM's influence can be felt in the way many indie and pop artists now treat the music video format - less of an afterthought, and more as an integral part of the total creative expression. The capricious artistry Watson brings to his videos has further underlined the vitality of music video production in conveying a musical narrative. Even as a side project, GUM has left a unique, compelling, and lasting fingerprint on the music video industry.

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