High-concept pop duo YACHT are known for extending that adventurous spirit into extracurriculars like an iPhone app and a sunglass line. As Pitchfork reports, their latest exploit is announcing the impending release of a cleverly titled album called I Thought The Future Would Be Cooler by way of a billboard in Los Angeles. They even hung out in front of it on Periscope, though watching a band stand in front of a billboard doesn’t seem like the best use of anyone’s time. That’s over now, so instead, watch this neat promo teaser they filmed with a drone.
Here’s the album explanation that comes along with the video:
￼The future is an impossible goal. It’s something we chase after, believing in an illusion of control. That isn’t to say our actions don’t affect what the future is like— in our case, hot, dry, loud, unjust—but that once we catch up to yesterday’s future, it’s no longer what we imagined. It’s just the present all over again. And so on.
We’ve made an album about that. It contains some speculations about the future that are big and distant as science fiction stories. But it’s also about looking carefully at the world around us and trying to understand what we’ve done with the imaginations of those who came before us. Would they believe it?
We live in a complex moment. There seem to be networks at every level of reality; as with all our technologies, we can’t keep ourselves from grabbing them, turning them around, and using them as a mirror. Every person is a node. Our technological economy is full of entities selling our own lives back to us. It’s easy to feel disillusioned, if only it wasn’t all so funny sometimes.
I Thought The Future Would Be Cooler is out this fall on Downtown Records.