Melo-X “The Cure” Video
Directed by Jason Banker.
Melo- X’s visuals for “The Cure” perfectly bring to life the core sentiment of his song. Lyrics like, “…if you could see the truth, would you criticize, demonize, ostracize, demoralize,” beg the listener to look deeper than the surface and to question today’s technology-centric status quo. Directed by Jason Banker, the music video uses seamless contrasts, primarily a dichromatic scheme (reminiscent of Styx’ visual for “Domo Arigato, Mr. Roboto”) and a now-trendy monochromatic fashion palette, to seemingly compare eras, much like Melo’s mobile app contrasts the altruistic tone of his Curate EP. The minimalist set and near- singular focus on the artists producing and moving in harmony alludes to an antiquated sentiment in which the focus was on music and the artists, instead of the sideshow surrounding them. (The sideshow: Each member of the audience standing isolated while filming the event on their iPhone, unable to connect with the music without the familiar and protective shield of their (latest) technology.)
Melo is asking the listener to seek a cure to this detrimental connection with technology, which seems to firmly encourage a disconnection with reality. Nonetheless, the video’s numerous odes to modernism—all-white Nike normcore gear, digital instrumentation, filming with iPhones—also bespeak the inescapable reach of technology and further highlight the necessity of finding a balance in which we do not treat people as fads.