ALPHAMAMA
RELEASES TWO NEW CLIPS
+ TOUR DATES
"ASS IN THE FRONT"
One iphone, one song, two film clips.
Alphamama’s latest single ‘Ass In The Front’ hit the airwaves a few weeks back and now sees her officially releasing TWO clips for the same track - all whilst currently in the thick run of her single launch tour across Australia.
It’s a rare event that an artist releases two clips for the same song, the idea comes with a necessity to show two sides to the entertainment industry, Alphamama says "The two clips aim to highlight two sides of the deconstruction of humanity through consumerism & mainstream culture. Everything was shot on an iPhone to really hammer the idea home that now everything is so easy to do, what is our excuse for not speaking the truth of things?”
Utilising a ying / yang approach to the male and female sides of contemporary music video culture - watch ‘Ass In The Front’ Clip 1 (explicit version), or watch ‘Ass In The Front’ Clip 2 (clean version)
Ass In the Front is a song about how this consumerist mainstream culture is so destructive to our humanity in ways that we don't realise. Our obsession and addiction with other people's lives and hollywood and celebrity, material things makes us completely blind to the abhorrent realities concurrently happening on our shared Earth. From wars, to social injustices to environmental disasters and the raping of Earth's finite mineral resources... where do I even start? And yet, our most powerful and transformational resource, ART, has been stolen too for the use of corporations and governments to distract us and numb us. Keeping us obsessed with ourselves and our romantic relationships. Keeping us obsessed with what they allow us to be obsessed about and we respond like puppets. I am right in the thick of that guilt, totally complicit and so often complacent. I look in the mirror and hate that I can't do more and it makes me realise why we have such epidemics of depression and mental illness. How could we not with this reality we live in? We are smashed with media telling us everything that is wrong with the world and then immediately smashed with corporations telling us what we need to feel better and when we wake up and revolt, we are punished. Punished for being compassionate, free thinking human beings. We've actually had to shoot 2 separate clips to try and convey this message and everything was shot on an iPhone to really hammer the idea home that now everything is so easy to do. What is our excuse for not speaking the truth of things? - Alphamama