YACHT – “I Thought The Future Would Be Cooler”
Last month, electro-pop duo YACHT announced their new album I Thought The Future Would Be Cooler through a Los Angeles billboard. Noted for their high-pop concepts, they’re using an array of media platforms to promote their fifth full length, including a drone shot video promo, a tracklist of GIFs, and album art faxes to 300 fans among other stunts. It all plays into their album’s theme of the relentless digital world we’ve become trapped in, and their newly shared title track shares some of that cynical commentary. “I Thought The Future Would Be Cooler” uses catchy disco rhythms and electro beats to lure ears to a much heavier content. The lyrics address issues such as police brutality, social media exploitation, and the imprisoning effects of technology we thought would usher us into a wonderful tomorrow. Band member Claire Evans discussed the new song with Billboard:
There’s nothing more powerful than a pop song in terms of conveying a message succinctly and in a memorable way. If you can get a hook into someone’s brain, you have them forever. It doesn’t even matter if people don’t immediately understand what the song’s about.
I Thought The Future Would Be Cooler is out 10/16 via Downtown Records.