Pre-Sexual Activities, a producer duo from New York City, know about the impact of digital media providers on music these days. They know how much streaming has disseminated popular music from its roots – no longer is it necessary to visit a local record store, or a nightclub, to hear the latest tunes. You don’t need to buy anything, you don’t even need to listen to the radio. Music can be accessed everywhere, it exists in a cloud…but clouds vanish. Although there are and have been many streaming services along the way, none have made so much of an impact as Spotify – and PSA lay the blame squarely at their feet – as heard in their latest single, ‘Spotify Your Life’.
PSA producers Andrea Monorchio and Nikolaus Schuhbeck aren’t from the clouds; they’re very much real, and they certainly have plenty to say. With their funk firmly in place, PSA’s songs are both pointed and motivated. On their new track they pair a compelling groove with a soul-filled vocal, matched by stunning harmonies. At the same time, they call the listener’s attention to the way the digital streaming services have transformed our relationship with the music we love, and they ask the listener if the convenience and instant nature of the new technology in any way compensates for what we’ve lost.
The music video for ‘Spotify Your Life’, directed by Andrea Monorchio, is as crisp and direct as the song itself. We see a man surprising his girlfriend with an album, a cassette, and a CD, with each representing a different time in history. With each gift he creates a genuine physical connection to the music he’s bearing, and is able to demonstrate his love. Finally, the latter day man arrives with nothing but a phone, absorbed in its screen, upon which is superimposed the text, “Love Was Better Before”. It’s a great message, and really makes the viewer think.
Following this, the clip cuts to a true landmark of New York musical culture: Second Hand Records, the world-famous vinyl shop on Myrtle Street, exactly the sort of business that’s been threatened by streaming services. We are shown the members of Pre-Sexual Activities, blindfolded, as they perform on the floor of the record store, while a DJ plays their record. Sadly, as soon as the song ends, the owner of the store affixes an “Out Of Business” sign on his window, leaving us in no doubt as to what we’re risking.
Watch the video for ‘Spotify Your Life’ below, and check out more about Pre-Sexual Activities and their music online on Instagram.