Craigycraig drops “You’re Not So Human” video

Based in the USA, Craigycraig of the Fatewell project is a rising artist building their work around a deliberately human approach to creativity. Working from their own bedroom studio, they retain control over every part of the process, from composition and vocals through to video production. Craigycraig’s independence is a practical choice that sits at the heart of their artistic philosophy, allowing them to bring to life their sonic vision exactly as they see it.

His relationship with technology is part of that process; the computer is simultaneously collaborator, technical assistant and occasional adversary, capable of making creative work possible while also producing the sort of frustration familiar to anyone who’s watched a machine refuse to cooperate at exactly the wrong moment. Craigycraig embraces that setup as opposed to trying to resolve it, finding creative material in the space between dependence and resistance.

Now, that tension drives “You’re Not So Human,” a new song and music video exploring the strange relationship people have developed with technology and artificial intelligence in particular. Its central irony is notable, Craigycraig wanted to make a piece about AI without using AI to make it, resulting in a human response to a conversation dominated by machines, algorithms and questions about where technology ends and human creativity begins.

“You’re Not So Human” finds its subject in the everyday paradox of modern technology, where computers can make life easier, expand what people are capable of and become essential creative partners, while just as easily generating enough frustration to make someone want to launch one out of a window. Craigycraig captures that idea without presenting technology as simply good or bad, focusing on the dependency itself and on the strange emotional relationship that can develop with machines we increasingly rely upon.

The track forms with the softly bubbling pulse of synth as the intricate taps of percussion add a laid back groove to the arrangement. Craigycraig’s tender vocals enter to spin smooth melodic leads, gliding above the buzz of electronic instrumentation, mirroring the thematic contrast between the organic and the digital which sits at the heart of the song. Flowing with memorable melodic leads carrying poignant lyricism, he casts an uplifting slice of synth pop that’s catchy and meaningful in equal measure, offering an pic showcase of his creativity, production flair and performance talent.

For the music video, Craigycraig filmed the visuals guerrilla-style at a location, returning about twelve times in order to capture what was needed. Capturing the flickering lights of servers in a data centre, the video finds Craigycraig performing in a room adorned with painted patterns while shifting filters and gliding camera angels maintain a sense of motion that perfectly pairs with the music.

The perseverance required to finish the project feeds into the message that making something human sometimes means pushing through the very real imperfections and limitations that technology is so often designed to overcome. With “You’re Not So Human,” Craigycraig of the Fatewell project serves up a superb pop outing that’s sure to win over fans around the world and we can’t wait to see what he’s got in store next.

Watch the music video for You’re Not So Human below

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