[Editor’s Note: Two major trends have emerged in the recent history of new media: 1) Music videos are the new music and 2) YouTube is the new MTV. With that in mind and to keep you up to speed with the greatest and latest in this online video category, Tubefilter has partnered with INDMUSIC, YouTube’s largest independent music network, to bring you at least one must-watch music video every week. Turn up your volume and we hope you enjoy the analysis, sites, and sounds. For more Must-Watch Music Video installments, click here.]
Canadian rockers Royal Canoe have been called “mad scientists of pop,” a descriptor that is apropos of the sheer awesome insanity visible in their video for “Bathtubs.”
Released last summer in support for their latest record, Today We’re Believers, the clip is a test in some serious music video wizardry. Royal Canoe seems to believe there’s no better way to support a pop-happy catchy rock tune than with an equally engaging video that’ll keep your pupils dilated and widened in awe while you watch. And they’re right.
What sets Royal Canoe apart from the rest of the fray, aside from their complex instrumentation, is their use of unique videos to both engage their audience and also invite them to seek out more visuals from the group. YouTube is often credited with helping talented bands jump to the next level by giving them a vehicle to set themselves apart from similar talent. Given the band’s current trajectory and their recent buzzy stint at SXSW, it’s safe to say that they’ve used the platform effectively and uniquely.
If you are an aspiring musician, there’s definitely a lot here from which to take note. And if you’re fan, then thankfully you’ll have a lot to look forward to this year as the band embarks on a tour and continues putting together some new jams. Keep in touch with Royal Canoe by subscribing to their channel and make sure you pick up their latest record.
Arshan Sadri is the Channel Manager at Brooklyn based, INDMUSIC, YouTube’s largest music Network. He got his start booking comedy and music at the University of Maryland. On weekends he refuses to travel above 14th street, likes to run, and plays in two bands that are just ok. INDMUSIC is YouTube’s Largest Music Network, allowing independent music content creators to monetize their YouTube views without sacrificing creative control or rights to their content.