Paul McCartney's New Video Aims at #GenerationHashtag

You don't normally think "cultural commentary" when you watch a Paul McCartney video. But, with his latest video release for the song Appreciate, the septuagenarian King of Rock continues to pull new tricks from up his sleeve. This time, a catchy song and dance number transcends the usual McCartney fantasyland, providing some smart commentary on human culture in an increasingly technological environment. In McCartney's museum, the humans doing everyday things are the displays to be studied by a robot known as "Newman". An artistic interpretation of left and right brain segments is displayed as McCartney walks this New Man (get it?)  through the exhibit, counselling him on human behavior and how to groove. By the end of the video, even the humans are getting into the act, dropping their technological fancies in favor of dancing to the beat.

The robot itself shouldn't come as a surprise to hardcore McCartney fans. Back in October, when he graced the cover of Rolling Stone McCartney commented on visions of a robot, possibly influenced by one of his favorite stories shared with his 10 year old daughter, Beatrice, is The Iron Giant. In press for the video's release, McCartney commented:

"I woke up one morning with an image in my head of me standing with a large robot. I thought it might be something that could be used for the cover of my album 'NEW,' but instead the idea turned out to be for my music video for 'Appreciate'. Together with the people who had done the puppetry for the worldwide hit 'War Horse,' we developed the robot who became Newman."

Having developed a keen interest in filmmaking when he was still one of the Beatles, McCartney has come a long way with his films from his first directorial foray, 1967's Magical Mystery Tour. Far from the acid-induced country bus tour, Appreciate provides an up-tempo perspective on the 21st century from the guy who, not long ago, was singing about his Ever Present Past.

Yet it isn't Microsoft that's keeping Macca relevant among Generation Hashtag; cultural commentary aside, McCartney still knows how to rock a beat. Dubbed a "remarkable album" by POPMatters, NEW was ranked the 4th best album of 2013 by Rolling Stone. Transcending the pop fluff that perpetuated so many of his hits in the 70's and 80's, McCartney has entered a new era as much motivated by experimentation as reflection.

McCartney is set to tour with Newman in Japan. Perhaps a Godzilla mashup is already in the works.