One of the most psychologically defeating aspects of enduring challenging times is the feeling of being completely alone, that there is no one to turn to for support and guidance. Even, or maybe especially, in a city of 9 million this acute affliction can strike without warning, exacerbated by the tendency to self-medicate via a dubious prescription of chemical and digital distractions.
However temporary, the healing power of a good meme can work wonders as a quick fix. A straight shot of dopamine fueling a double tap and a sensible chuckle, a reminder that other people are going through some shit as well. Chicago’s Modern Vices embrace the healing power of the meme with the latest video from their new album, If Only. The band shared a little bit about how the single materialized with us:
“The Moment” was one of the first songs we recorded back in Chicago after working with Brad Schultz of Cage the Elephant as producer in Kentucky. Though we were self producing this time around, we took the studio energy we picked up and used it to push ourselves.
A sherbet colored, soft-focus 80s photo shoot gone wrong (directed and edited by Chris Fanelli), “The Moment” stars the band alongside a pair of intentionally primitive 3D models that have seemingly sprung to life from the dank, endless scroll of cultural in-jokes and relatable content humanity surrenders so much of its time to. The dudes of Modern Vices perform with lifeless rigidity, gazing off into the distance with thousand-yard stares and blending into the pastel backdrops. A waxy sheen coats their faces as the line between the human and the artificial is blurred. Emotion is nearly non-existent on the faces of the band while the digital people exhibit a wide range of feelings with cartoonish bluntness, non-verbal communication devoid of subtlety specifically designed to be easily understood by wide swaths of the population.
Lyrically, “The Moment” is both an anthem of hope and a siren song beckoning lost souls deeper into the screen. “Baby, you need help, and I’ll be there” sings Rebek over high, chiming guitar and skittish percussion. A high anxiety sonic cocktail tempered by soothing reassurances to delay the impact of real “feels” with the temporary high and familiar comfort of communal experiences and witty observations wrapped up in a format specifically designed for share-ability.
But the irony is that any expression of emotion is ultimately a positive one. Verbalization can sometimes be difficult and directly asking for help from a friend or family member can feel impossible, especially to someone in an already vulnerable state. Modern Vices remind us that the meme, this very 21st century form of communication, is as valid and valuable as any other and should be treated with similar levels of respect and gravity. In a surprising way, it reminds us to be open and receptive to what is being said beyond the surface level because your response could be the first step in building the true, personal connections we all require.
Check out some behind the scenes photos shot by Miles Kalchik of the band below and keep up with the guys on Instagram. You can stream their new album, If Only, on Spotify, download via Bandcamp, and catch them live and in person December 13th at The Broadway.
