Music Music Video

CHAI -“N.E.O.” Official Music Video

I had the pleasure of seeing CHAI perform live last year at Amoeba Records on Haight Street, San Francisco. Undeniable performers and contagious beats. Thrilled to find new music from them. It looks as if this video came out September 2017, new to me though. Check out their video for 『N.E.O.』below.

In their music video for N.E.O, they seemingly take the inescapable parts of their self, their bodies, and stake a claim on what exactly defines ‘cute’. If the singular trope of beauty is clean, archetypal and boring, then the emancipation from it is already found in the unique bodies and personalities that we have, with the chorus declaring “You are so cute/Nice face/Come on yeah!/We are so cute/Nice face/Come on yeah!” To be ‘cute’ and ‘girl’ doesn’t carry with it inferiority for Chai, but instead, it’s the new excite onna power they’ll use to take on the world in 2018.

Chai’s debut album PINK is self-released through their record label Otemoyan Records. The easiest way for English-language peeps to order it is via CDJapan.