Santigold's first album, Santogold (2008) has been a staple, go-to record for me when I want to listen to something interesting, energetic and cool. It gets the cogs turning and the limbs moving. Often compared to M.I.A, Santigold's music draws from a diverse pool of influences that shift with each track. Her critically acclaimed debut was followed up with Master of My Make-Believe in 2012. Santigold's third LP, 99¢, a poppy, perky sounding album that takes stabs at today's commodification of, well, pretty much everything possible. The critique is evident from the albums cover and title, as well as the songs themselves.
The first single released from 99¢, ‘Can't Get Enough of Myself’ is a contagious, jovial tune with a catchy chorus. It is a blatant attack on narcissism and obsession with fame, all wrapped up in a sweet sounding ditty. Santigold's video for the track joins Arcade Fire, Unknown Mortal Orchestra, Azealia Banks and Light Light in the interactive video hall of fame. Her take is perhaps one of the more appropriate uses of the medium. The web-based video uses your webcam to insert your image into Santigold's surroundings. Your face appears on posters, money, inside a coffee cup and on a t-shirt, amongst other places. This way, it is not only your image that is inserted into the visuals, but you also take on the persona of the subject of the song. I must say, I was skeptical of the idea at first. But before long, I found myself watching my image, pulling faces into the camera and dancing around, convinced I was an integral part of the video. Playing part of Santigold's personal virtual back-up dancer with all the delusions this fantasy involves. I didn't expect it to be so easy to be ensnared, but it seems that I ‘Can't Get Enough of Myself’ either.
You can experience the video for yourself, and even get a set of virtual postcards at the end, here.