April 27, 2012

In August of last year, Domino Records released Coastal Grooves, the first studio full-length for Dev Hynes’ Blood Orange project. We dug it, and when we ran into Dev at Coachella recently, we let the man know. Just today, the video for the album’s sultry, down-tempo closing number “Champagne Coast” was released, and if all that titular coast had you imagining a jaunt down some idyllic seaside, Hynes has surprise for you.

In a virtual locale that’s deeply reminiscent of the nightclubs you find in the alterna-universe of  Second Life, a bunch of girls dance around while Hynes delivers a strongly Prince-ish vocal performance. Adding to the Second Life feel is the fact that all of the dancers (one of which is VICE correspondent and Internet personality Slutever) move like strippers, which is the hallmark of most of the social spaces in the game; it makes sense that the person responsible for all of this web-savvy madness is stylist and .gif expert Haley Wollens. Hynes deserves credit for being conscious enough to know that in 2012, the best kind of branding is post-Internet branding. And if you’re by any chance interested in the threads Hynes’ Fly Girls rock in the video, Dis Magazine has a pictorial for you.

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