Santigold takes aim, literally, at narcissistic selfie culture with her innovative "Can't Get Enough of Myself" video, which incorporates viewers' faces in real-time by using webcams or smartphones. The Sam Fleischner-directed clip is available via web browser Chrome and the "SANTIGOLD" app on Apple/Android handheld devices.
The video allows fans to follow Santigold throughout a day in New York City, appearing on a billboard, the musician's coffee cup and the front page of a newspaper (beneath the headline "America's Vanity Epidemic"), among other face-friendly locations.
"The video plays on pop culture's absurd fascination with viewing (and manipulating) one's own image, especially to create larger than life versions of oneself, and often presenting them as if they are the real thing," the singer told Mashable. "My decision to make the viewer center stage in the video really drives the point home."
She also addressed the song's "sneaky" themes, adding that it "feels like a self-empowering anthem, but it's really a satire on narcissism."
99¢, Santigold's third studio LP, is out Friday, February 26th via Atlantic Records. She's promoted the album with three singles: "Can't Get Enough of Myself," "Chasing Shadows" and "Who Be Lovin' Me" (featuring ILoveMakonnen).
"Everything is a product at this point, including people and relationships, and everything's about marketing products," she told Zane Lowe of the album title. "So, I'm a product. And also, everything is undervalued, so I thought 99 cents is a good price for me and my life and all my hard work."