New Common (Feat. Pharrell) Video – “Universal Mind Control”

In July Common released the two-track Announcement EP, which was really just that: an announcement that there was a new record on the way, of which Pharrell Williams figured to be a big part. The EP’s Neptunes-produced/Pharrell-featuring pair of songs — “Announcement” and “Universal Mind Control” — double as the first two cuts on Common’s forthcoming album. The latter is the record’s title track, and G.O.O.D. Music clique member Hype Williams gets the call on direction, taking his cues from the track’s electro-kissed production, the “some pop some lock some move robotic” lyrics, and the fact that Pharrell wasn’t available for the shoot. Maybe some Terminator, too.

Universal Mind Control is out 11/11 via G.O.O.D. Music/Geffen. Other guests include Kanye (production and a Feat. credit for “Punch Drunk Love”), Cee-Lo, and Pharrell babies Chester French.