One of the longer music videos at just over seven-and-a-half-minutes, American Spirit certainly doesn’t drag, with sister duo Meg & Dia taking you instead on an amazing journey of futuristic proportions. Their relationship changing from bickering (as siblings do), to support, and then coming together as they fight against an AI director and his killer-attitude.
Admiring previous work by director Saman Kesh, the duo contacted him to ask if he would be interested in producing the music video for American Spirit. In short he was, and after a discussion with co-director Justin Hopkins, formed an ingenious production that reflects on the sisters relationship, changing technology, while providing a bit of an action-comedy. Set in the year 2036 – at a time where directors have been replaced by Artificial Intelligence (think director Kesh was having a bit of a laugh here), the video shows our rapidly changing relationship to technology, and its unexpected consequences. But more than this it’s also deeply personal, the video commenting on the sister’s history – the duo having disbanded for eight years – with the video echoing this as it shows the sisters to initially be terse and tense, before coming together at the end, having realised they’re stronger as a unit, and that what’s most important is each other.
Filled to the brim with detail, the video is worth a good few re-watches, in particular; the assistants’ whispering, heart rates, and post-it-notes saying ‘AI GETTING STRONGER’, while a whiteboard has the words “violent” and “14 new problems”. The writings being very literally on the wall, while the AI’s dangerously creepy obsession with the video’s stars; Meg & Dia hint of murderous results.
The performance of those in the video is spot on without being over-hyped, despite the killer-pressure, with Dia’s previous acting experience helping her to perfect the look of worry and horror as the camera increasingly moves faster and closer to her with each shot. Creating this tension, the camera-work is executed to tight-precision; with sharp cuts, tight angles and fast movements that really lend to a sense of danger, whilst getting the audience up close to Meg & Dia – thus making us feel their fear. Personally I’m never going near an AI controlled camera – I mean hello!!! It’s the perfect battering ram.
In juxtapose with the video’s tense-atmosphere, the song American Spirit has a calmer-melody, and brighter tones, while the lyrics have an almost philosophical nature; looking for something that’s intangible, “I got that American Spirit/It’s searching for what I can’t find”. It’s meaning up for interpretation but with lines “And my books say I’m a bad ass for just $12.99” it seems to be about searching for who we are, a spiritual finding even, but in a very commercialised world.
Meg & Dia, the sister-sensation, first began performing together as teenagers, and in an official rebrand in 2004 launched themselves as the rock group we know today. Although not long after their 2011 album Cocoon they split to pursue solo careers, before coming back together and releasing their album happysad (2019) – which more than shows their kick-ass vitality. If anything their style is stronger than ever, with the added years of experience showing in their powerful tunes and striking vocals. Having created a distinctive vibe in the alternative-rock sector that will have people clamouring to see them perform live.
Other songs by Meg & Dia we love:
- Something in the Water (2021 – single)
- Better at Being Young (2019 – Happysad)
- Happy (2019 – Happysad)
- Hug Me (2009 – Here, Here and Here)
Other artists you might like:
- The Aces
- The Spill Canvas
- Tonight Alive
