Kygo & Selena Gomez’s “It Ain’t Me” Is A Near-Death Experience
Well, this is disappointing. Not only is Selena Gomez completely absent from Kygo’s “It Ain’t Me” video, the whole concept has no correlation with the song. The moody break-up anthem, which literally advocates walking away when things turn sour, is lumped with a visual that conveys the opposite message. A motorbike accident leaves a man fighting for his life in hospital, while his girlfriend dutifully sits by. (While Selena sings about chugging whiskey at the Bowery, no less). Things get really weird when he starts walking towards the light.
After cavorting around with his girlfriend in a magical forest, the man slowly returns to his body. Only, his hospital room has turned into a disco with his dearly beloved dancing around the bed. There’s even a neon-colored MRI machine. “This Ain’t Me” is one of my favorite songs of the year, but this doesn’t work for me at all. In fact, I would have preferred a no-frills video from one of Kygo’s live sets. On the bright side, the inevitable surge of views should push the track into the top 10 next week or the week after. Watch up top.