The closest this band will likely ever get to using their music for an ad.
HBO’s tech world satire Silicon Valley began last night’s episode with a pitch-perfect send-up of the obnoxiously self-serious commercials companies often turn to and as far as dramatic soundtrack music goes they landed a whale.
The glossy launch ad for the main characters’ newly launched app Pied Piper was soundtracked by the beyond-epic ‘Storm’ from Godspeed You! Black Emperor’s Lift Yr Skinny Fists Like Antennas To Heaven. It’s the kind of song that countless ads have clearly reached for as temp music, but considering the band’s fiercely anti-commercial attitude (this is the band that described winning the $30,000 Polaris Music Prize as “a nightmare”), this pairing is jarringly surreal, but completely appropriate.
Over expensively shot footage and the band’s iconic swelling opening, the “Tables” ad narrator sensitively lists everything the app will help unite people on with a tone-deaf brilliance: “Air, ballet, amazing haircuts, weird countries, three-alarm chili, continents, the earth, life”. As a pre-credits cold open, you’d be forgiven for thinking you were watching a real ad at first.
It’s a reminder that the post-rock icons have always had a sharp sense of humor and self-deprecating quality, something that many lesser bands following in their footsteps have lacked.
Watch it below and revisit our recent list of the best post-rock albums of all time.