Brooklyn-based artist Santigold has given viewers the opportunity to star alongside her in the new interactive video for “Can’t Get Enough of Myself,” one of the first singles off Santi’s new album, 99¢.
The song, which pokes fun at the vanity laden culture we live in, is the album opener for her third effort and follow-up to 2012’s Master of My Make-Believe. Depending on how the listener chooses to digest it, however, it could be a very empowering one. With lyrics like, “If I wasn’t me/I’m pretty sure I’d want to be/I’m pretty major/and I’ll say it out loud,” that’s enough to give the old self-esteem a fleeting moment of glory.
It’s part of what makes Santigold one of the more relevant voices in contemporary music. Rather than projecting an image she can’t get behind, she stays true to who she is: a Philly born and raised punk rock lovin’, Hip Hop listenin’, outspoken tomboy that doesn’t bend to societal pressures to sell her music. In fact, that’s exactly what 99¢ is about; dealing with the marketing, packaging and selling of everything, including people.
Throughout the interactive video for “Can’t Get Enough Of Myself,” the participant is thrown into the streets of New York City, where image is key. It’s a brilliant idea and poses the question, ‘Will this start a whole new trend of interactive videos?’ Only time will tell. In the meantime, to appear in the video, visit here and watch the magic unfold.