Jul 27, 2010
THE ROOTS: VIDEO FOR ‘THE FIRE’.
As interesting as the video may appear, I was a little bewildered when I first saw The Roots new video for ‘The Fire’. In fact I had to refer to director, Rik Cordero’s notes and watch the video a second time before I could truly make the connection between the spirited track featuring John Legend and the cinematic quality of the visuals.
"The Fire" chronicles a post-apocalyptic death march set in 1945 during the final stages of World War II in Europe. After a cataclysmic event renders the war futile, a paramilitary splinter group -- led by a Kurtz-like figure known as The Commodore -- forces the transfer of young men who will be used as labor...and food. The last one standing receives a mysterious White Box which holds the key to survival. – Rik Cordero
Paring the sound of The Roots with this 1945 WWII setting is a bold move, however it is also one of extreme intelligence and creativity as the core principles of perseverance against adversity echoed in the song are as relevant today as they ever were. A highly original and inspired concept that deserves due credit.
