I like the driving bass line, and the haunting repetitive chorus and vocals; they create an eerie sensation that helps convey the unsettling message. This song probably has something to do with the culture of trying to stay ahead of the curve, trying to be something you're not, or trying to fit in with the cool crowd. Also seems to be criticizing the culture of The Next Big Thing, and the hipster mentality of "I liked <insert band here> when they were still underground, but now they've 'sold out' (made it big/started earning some money to pay back years of sacrifice) and I just don't like them any more..." So much of our culture these days is thrust upon us, and people just eat it up. Learn to think for yourself and make your own decisions.
(sorry for the Vevo, but it's a pretty sweet vid of a live performance:)
(album version:)
"they build it up just to burn it back down...
they seem wild but they are so tame..."
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