Kygo & Ellie Goulding’s “First Time” Video Is A Little Overcooked

Kygo & Selena Gomez's "It Ain't Me" Video
Kygo and Selena Gomez's "It Ain't Me" video is a near-death experience.

No shade, but I kind of forgot about Kygo & Ellie Goulding’s “First Time.” The nostalgic bop is a streaming smash (50 million and counting), but it remains in the shadow of the Norwegian DJ’s radio-conquering collaboration with Selena Gomez. That might change with the arrival of the video. It’s an elaborate affair, which documents the life of a boy with unusual powers. Namely, his hands randomly burst into flames. This allows him to create beautiful things, but causes big problems in his social life.

As for Ellie, she’s flitters through the video like an elegant ghost observing events. She dresses like a widow, which adds to the clip’s funereal tone. It’s certainly attention-grabbing, but I’m over the trend for tragic dance music videos. (Recent examples include an untimely death in Zedd & Alessia Cara’s “Stay” and life support shenanigans in “It Ain’t Me”). I almost miss the days when EDM videos were almost exclusively filmed in clubs or at beaches, and were basically soft porn. On the bright side, the clip is a good excuse to get reacquainted with “First Time.” Watch up top.

First Time video coming :) 🌼🌼🌼

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