Mum Take an Eerie Robotic Voyage in 'When Girls Collide' - Premiere - Rolling Stone
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Mum Take a Robotic Voyage in ‘When Girls Collide’ – Premiere

Icelandic experimental-pop band explores emotion through eerie technology

Icelandic experimental-pop outfit múm have readied a fascinating video for their percolating electronic number “When Girls Collide.” The track appears on the group’s latest album, Smilewound, and its accompanying clip – which premieres here – intersperses footage of beautiful female robots with images of lightning bolts, modern machines and several electrifying backdrops.   

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“In my video, scenarios are metaphors of the feelings of the robot at each moment of the song: it’s about the subjective way each one sees the world,” director Javier Longobardo tells Rolling Stone.  “For instance: the city, the plants, the pool, the pool and the skulls represent respectively, loneliness, joy, estrangement and fear. . . Consequently, the video is a short story of experiences with a happy ending; that´s why I think of it as a road movie, like a videogame with different stages.”

The song was produced by the band in its studio, which is located in an old Baltic farmhouse. Smilewound is múm’s fourth album since the band formed in 1997 and marks the return of co-founder Gyða Valtýsdóttir, who rejoins the core members Gunnar Örn Tynes and Örvar Þóreyjarson Smárasoneing. 

In addition to “When Girls Collide,” the group’s latest album includes “Whistle, ” a collaboration with pop diva Kylie Minogue. That track was first featured as the main song in the 2012 movie Jack and Diane.


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