Chicago noise rock band Melkbelly have just released a thoughtful yet fun music video for catchy track Kid Kreative. The clip clocks in at just under two minutes and thirty seconds, but despite its short length, it still manages to pack a lot of punch. Featuring a gluttonous kid chowing down on plate after plate of food, the video comments on artistic theft and wrongful recognition, and what it feels like to be pushed aside while others receive praise. It combines art with social commentary in a meaningful way, and the result is eye-catching and thought-provoking.

Set against a retro background and seen through a hazy, film-like lens, the video feels nostalgic and soft. Emotionally, it cycles through a variety of feelings – indulgence, boredom, distaste. The combination feels nearly overwhelming, especially when it’s paired with visuals of a dining table piled high with family dinner-style food. That sentiment is important, though, and it helps to drive home the point of both the lyrics and the video to go along with them.

The visual feels hand crafted to go perfectly with the track. The song itself is catchy and full of hooks, dreamy vocals offset by powerful guitar lines. The music video augments the entire thing and watching it feels like viewing contemporary art in a white-walled gallery, only more accessible and probably more enjoyable. Pulling it up online and turning the volume up loud lets you mumble along to the words and bob your head along to the melody, and that’s something you’ll definitely want to do while listening to this tune.

Melkbelly has hit the nail on the head with Kid Kreative. The song offers an important view into a problem many artists struggle with, and the music video puts that all into something tangible. Despite it being a serious topic, the film injects humour and fun into the scenario, and the result is a perfectly balanced, cohesive vision. The entire thing is catchy and captivating, and it should be in front of your retinas as soon as possible.

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