Two popular and quite popular videos right now is of course The Presets‘ If I Know You and Fever Ray’s When I Grow Up.

We’ll see if and when When I Grow Up will get a single release and who will be remixing it. Yes, it’s 2009! I can easily guess that there’s going to be more godamn remixes involved. Ohh! Crapp… thinks Tiga and James Rutledge will remix it. I think Booka Shade or MMMatthias should remix it. You gotta love the Germans. What many of us do know, however is that Fever Ray got Martin De Thurah to make an astounding, flamboyant video for the second track off the self-titled debut. I think it’s amazing, it gives so much to the song. It’s one of the best videos I’ve seen in a long time. The magic surrounding the tribal girl and her swimming pool controlling is a mesmerizing, atmospherical sign that Thurah also presented in the brilliant videos for Röyksopp’s What Else Is There? (on which Karin Dreijer Andersson a.k.a. Fever Ray sang the vocals), The Futureheads‘ Skip To The End and Carpark North’s Human. Thurah is a good music video director because he pays attention to the music and does not compromise on his artistic visions when creating the videos. Through unnatural happenings and dark feelings he makes the songs all the more captivating and striking through their videos.

The best thing, I think, about The Presets’ video for the last Apocalypso single If I Know You is that the director Eva Husson has set the video in mostly daylight even though the song gives a romantically nocturnal impression. Just as Thurah, she succeeds in making the song a more thrilling experience. Still, I wish she could’ve connected it a little bit more to the lyrics. I didn’t exactly picture half-naked teenage boys dancing through the streets with a girl the first time I heard the song. She has also attempted to create a tribal vibe, which seems to be trendy right now (the other video here above anyone?). Unfortunately she catches a sense of human sexuality light, juvenile remix, in the light of the bonfire instead of an animal intuitive side of the human being. However, it’s still interesting enough to make it one of the best music videos you might have missed until now.

Fever Ray - When I Grow Up (zshare)
Fever Ray - When I Grow Up (ysi)

The Presets - If I Know You (zshare)
The Presets - If I Know You (ysi)