DMW: Digital Music W...

This new forthcoming single from Goldfrapp's Seventh Tree has brought on some mixed reactions from fans. But nothing prepared them for this video that popped onto the band's site. The video debuted exclusively on Goldfrapp.com. But if you want to watch the video, then scroll all the way down.

What will you see? This:

Apparently, the video was directed by Dougal Wilson at Colonel Blimp. But that hasn't been confirmed by the production's site yet.

What's different about the video? Everything.

First off - it seems most Goldfrapp fans have this strong, passionate expectation to expect the unexpected from this band. I mean, who would've thought the band would release a video that was so American that it doesn't resemble any shred of Goldfrapp DNA of past videos - namely Alison herself. The video is sans Alison - visually - and really a typical video. That's the surface review.

On the flip side, because the video is so American it might get more video rotation on music cable nets. I know that sounds crazy but that was the immediate feeling I got when I first viewed it. It also felt like I was watching a commercial for some clothier or perfumer like Calvin Klein or Abercrombie & Fitch or Billabong.

So for Goldfrapp fans, its a video that is somewhat left to be desired. For other people who have no idea who Goldfrapp is, this video is perfect for them... especially for you sk8ter girls out there.

Seriously, they should've gone all out and did some "Girls of Summer" type of video. That would've at least made some people forgive the band for a milisecond before saying the things I just wrote above. Or better yet, held a contest for fans to produce a video. Why not? It can still happen. I hope the band would at least consider an alternate version of the "Caravan Girl" video by fans.

And then there's the "Caravan Girl" Maxi CD & 7". Here's the cover:

I listed the track listings in a previous post but just to refresh:

Maxi CD
1. Caravan Girl - Live Choral Version
2. Monster Love - Live Acoustic Version
3. Little Bird - Live at The Union Chapel (Video)

The live choral version sounded ok. Can't tell from just hearing it as a 15 second clip. I would imagine the live acoustic version of "Monster Love" will sound laid back. The video clip from their Union Chapel gig is the one that has most fans happy.

Now the 7" number picture disk has this track listing:

7" numbered picture disc
A. Caravan Girl
B. Little Bird - Animal Collective Remix

The Animal Collective remix is rhythmically challenged. I say that with all sincerity. I don't know what it is but Goldfrapp seems to have a penchant for off-the-wall, rhythmically challenging remixes thus far. I have to say, honestly, I don't like the Animal Collective remix from the clip I just heard. Its my least favorite from the Seventh Tree singles so far. Plus, looking at the tracklistings for the "Caravan Girl" Maxi makes me say why are you guys crapping out on this?

But, all in all I do appreciate the fact that the band and Mute released the video first on the band's site. Plus, I really enjoyed watching "Alison's Message to the Fans" clip that was circulated among the fan mailing list recipients.

Caravan Girl video