30 Seconds To Mars’ New “Up In The Air” Video Is Pretty, Pretentious

Posted by on April 19, 2013 at 2:39 pm
Don't inhale that dust.

Yeah, don’t inhale that.

The last line at the end of 30 Seconds to Mars’ new video for “Up In The Air” is “Find The Argus Apocrophex”. I don’t know what this means, but it sounds like an invitation to some kind of band-centric metagame. I don’t know, after spending eight minutes watching the music video for the song, I don’t think I want to go.

I don’t hate 30 Seconds to Mars or Jared Leto by any means, but they carry the common trait in being incredibly self-centered and self-referential. This video is far too elaborate and artsy for what amounts to an average radio rock song, but Leto disagrees with me. I don’t know how many million dollars went into its creation, but I know it was probably a few. Between all the participants, the elaborate staging, the high-speed photography, so on, you get the feeling that this music video probably cost Leto a mint. I don’t know how well his music does, but I guess it’s enough to stage these elaborate videos, which is hardly their first “magnum opus”.

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