When Sole & DJ Pain 1
announced the video premiere of their latest collab yesterday, “Fuck Google,”
it came as no surprise that the scratch-and-spit duo tactfully released the track on YouTube, ensuring the sting was long-lasting.
"Yeah... I know YouTube is owned by google... No I don't think fighting the spectacle on its homeland is a contradiction #fuckgoogle
,” Sole said on Twitter last night
“Fuck Google” is the first single from the Pattern Of Life EP
, which debuts just three months after Death Drive
, the pair’s first full-length album.
The indie hip-hop legend Sole
has been spewing dense, political- and anti-capitalism-themed insults for more than 20 years now, and the platinum producer Pain
has authored tracks for the likes of Young Jeezy, 50 Cent, and 2 Chainz, to name a few. While their resumes are chock-full of successes, each has forged his own way. Since the two have come together earlier this year, they have reinvented what a political rap album should sound like in 2014. Pain scratches classic turntable stylings over his trap beats that provide just the right amount of pop for Sole's shrewd tongue and sharper mind.
The video for “Fuck Google” mocks tech fetishism with a parodic version of a TED Talks
seminar, where Sole portrays an inspirational tech goon donned in an ill-fitting, tucked-in button-up, and parades in front of a screen displaying images of drugs, fingers punching a keyboard, and a caged chimp in a lab, among other things.
The track opens with an electronic melody fit for a fist-pumping club anthem, producing a perfect backdrop for the stuttering hook, “Fuck Google. Mothafuck Google” to be spun over. Sole then delivers a relentless lyrical lashing to the multi-billion-dollar company: “They’re like a drug dealer. Wanna give you some crack. / Next thing you’re hooked. But they selling more than your ass.” and “I hate Facebook. I think it’s the devil / But Google’s a megalomaniac on a whole ‘nother level.”
Sole calls Google out on its “free service,” implying that the cost for its products is the user’s private information, or “pattern of life,” as he calls it. The rapper goes on to attack Google, accusing it of collaborating with U.S. spy agencies, and criticizing it for investing in robotics and artificial intelligence. The lyrical content juxtaposed against the danced-up hip-hop music is laughable — but isn't that the point?
At the end of the song, Sole references the Detroit water service shut-off
demanding listeners pay attention to current events around the world. In the video, the music stops, and builds as an inflated glove flips off a computer, and Sole says “Fuck Google,” one last time, as a doomsday sounding electric fuzz breakdown resolves the track.
Sole and DJ Pain 1 embark on a worldwide tour starting Friday Aug. 29. The duo will have two Bay Area dates including a Sept. 17 show at The New Parish in Oakland w/ Open Mic Eagle. 18 and over. $10-12. thenewparish.com.