Appreciate

Paul introduces his new friend, “Newman”

We have no idea where he finds the time, but here’s a new music video from Paul McCartney, for the song “Appreciate” off the “New” album.

Presented by Microsoft, we appreciate that. After The Beatles appeared on iTunes, it has been Apple, Apple, Apple for a long time.

From MPL comes this description:

Newman the robot has teamed up with Paul for his new music video for the song “Appreciate”. “Appreciate” is taken from Paul’s latest studio album NEW, which was launched last year.

The video sees Newman on patrol in a museum of humans. Newman is drawn to one exhibition in particular. In a dimly lit sound studio he sees Paul McCartney sitting on a stool holding his iconic Hofner bass guitar. Paul twitches making a sound on the guitar and to Newman’s astonishment he starts to come to life as the song “Appreciate” starts up. Paul comes closer to Newman staring at him through a force field that encloses him. Newman reaches through the force field and pulls Paul out of his exhibition. As the two of them move around the museum all the exhibitions start coming to life too.

Speaking about Newman, Paul said: “I woke up one morning with an image in my head of me standing with a large robot. I thought it might be something that could be used for the cover of my album NEW but instead the idea turned out to be for my music video for ‘Appreciate’. Together with the people who had done the puppetry for the worldwide hit War Horse we developed the robot who became Newman.”

The video was premiered exclusively in Japan this week where Paul and his band will be performing to sold-out crowds in Tokyo and Osaka. Newman will also be joining Paul on this leg of his tour.

The video was directed by Andre Chocron and filmed in London. Newman was designed by Mervyn Millar and Ed Dimbleby for Significant Object Ltd (significantobject.com).