Future Brown Create "Vernaculo" Music Video, Commissioned by Perez Art Museum Miami

A still from Future Brown's "Vernáculo."
A still from Future Brown's "Vernáculo."
Courtesy of Future Brown and PAMM

Is music really "art"? What about music videos?

The Pérez Art Museum Miami seems to think so. For Art Basel Miami Beach 2014, PAMM commissioned and premiered a music video from NYC production collective Future Brown for the song "Vernáculo," featuring Maluca and directed by Rory Mulhere.

The museum also hosted a live performance by the group during Basel. And if you missed the gig, that's too bad. But you can still watch the video online and discern the fruitfulness of this "exercise in capitalist surrealism" for yourself.

See also: Music's Five Dumbest Marketing Trends

Get that Future Brown Body Creme... Watch the full video via PAMM.org.
Get that Future Brown Body Creme... Watch the full video via PAMM.org.
Courtesy of Future Brown and PAMM

Commercialism is every-fucking-where. It's the bread and butter of our economy way of life. Holiday songs are all that's left of American folk music, besides maybe blues. Some people wanna tell you that a good commercial is art, but those people are brainwashed.

It is possible, however, to take elements of commercialization and pervert them into a commentary of cultural substance. And with "Vernáculo," Future Brown appropriate overused phrases and images that have become staples of the beauty industry in an attempt to reflect the absurdity of the establishment and give voice to its own musicality. Words like "tone," "volume," and "base boost" take on double meanings.

Is Future Brown taking over the world with its elevating soundscapes? Are slogans and buzz words the parlance of our time? Undoubtedly.

Crossfade's Top Blogs

-EDM's Five Biggest Hacks

-Ten Worst Raver Cliches

-EDM's Five Greatest Delusions

Follow Kat Bein on Twitter @KatSaysKill.

Follow Crossfade on Facebook and Twitter @Crossfade_SFL.

Use Current Location

Related Location

miles
Pérez Art Museum Miami (PAMM)

1103 Biscayne Blvd.
Miami, FL 33132

305-375-3000

pamm.org


Sponsor Content

Newsletters

All-access pass to the top stories, events and offers around town.

  • Top Stories
    Send:

Newsletters

All-access pass to top stories, events and offers around town.

Sign Up >

No Thanks!

Remind Me Later >