Arcade Fire just brought back Pop-Up Video

Okay, so it's a parody. But it's close enough!

June 22, 2017

The Pop-Up Video parody music video has a long and storied history within the annals of pop culture. The show itself debuted on VH1 in 1996, and was instantly a hit among the kind of people who love to know Lisa Loeb’s “Stay” was directed by Ethan Hawke and features his cat, or that Mark McGrath is not, in fact Ethan Hawke.

The influence of the show is still felt across multiple forms of media, including such shining lights as Pawn Stars and Cajun Pawn Stars. Now that shortlist includes Arcade Fire, whose second single off the soon-to-be-released Everything Now is a playful take on the formula. Obviously like “the keytar was invented in 1453 … over 200 years before the invention of the piano!” and “The ‘God’ the lyrics refer to is Cthulhu, the Elder God…the entire band worships him” show up throughout, lending some needed playfulness to band which has often been perceived as a little bit humourless about themselves.

See for yourself up top.

Perhaps the most important—and true—info we get from “Creature Comforts” is that Régine Chassagne attended the same private secondary institution as original viral laughingstock king Star Wars Kid. Unlike some of the more obviously bogus pop-ups, both Chassagne and Ghyslain Raza (the Star Wars Kid’s government name) did both attend the private Trois-Rivières school, which begs the question: who’s more famous? Going by YouTube views and adjusting for the fact that YouTube wasn’t a thing in 2002, when Star Wars Kid went “viral” (which also wasn’t a thing yet), it’s Raza by a mile. Or, parsec or whatever.

Everything Now is out July 28th.

Exclusive videos, interviews, contests & more.

sign up for the a.side newsletter

sign up