Boys Noize Seeks Super Powers in ‘What You Want’ – Premiere
Superheroes usually have secret identities, right? In Boys Noize’s video for Out of the Black cut “What You Want,” an unassuming fellow moves into a new neighborhood, but all his neighbors are openly superhuman. The bewildered guy carries his boxes into his new house, but his mover uses telekinesis to ease the process. Inspired, he begins a training regimen to work out, but finds himself surrounded by overwhelming everyday greatness. At the suggestion of cheerleaders, he goes to a church, where he finds the true source of everyone’s power.
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“The idea was to interpret the lyrics ‘what you want/what you get’ as a metaphor of consumerism,” Boys Noize mastermind Alex Ridha tells Rolling Stone. “It’s also a reflection on the concept of normality. In a world where singularity is the norm, is being normal making you the exception? Then, the goal was just to had fun with costumes and visual effects. We wanted to communicate this awkward feeling you have when you’re at a costume party, but you’re the only one not wearing a costume.”
He drew inspiration for the song from the Beastie Boys, Ridha told Rolling Stone last July. “Their Licensed to Ill album is one of my all-time favorite records, and to me ‘What You Want’ has some sort of B-boy style mixed with my obsession on robot vocals and modern sound aesthetics. This song combines a lot of things I love about electronic music.”
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