Courtesy of Sigur Ros Montreal-based multimedia artist and film director…
- Posted on Jan 19th 2011 1:30PM by Phil Brondyke
'Go Do,' Jónsi
Breaking free of his notoriously anti-commercial band Sigur Rós, lead singer Jón Bor (Jónsi) Birgisson has shown that he's less averse to lending out his songs. And Jónsi went big-time: The Icelandic musician allowed Ford Motor Company to use his 'Go Do' to sell some big ol' SUVs.
Notably more poppy than the iconic experimental Sigur Rós sound, 'Go Do' is a percussion-heavy track that meshes well with active twentysomethings, well, going and doing. Using the 2011 Explorer to get to the beach, mountains and a cabin, Ford imparts the desire to traverse the outdoors onto its audience.
'Go Do' can be found on Jónsi's debut full length album, 'Go,' which was released in April 2010. As announced by Jónsi in January of last year, Sigur Rós are on "an indefinite hiatus," and he is using his free time to work on his solo career.
Although the album was critiqued by some as disjointed but has been generally well-received, 'Go' is built more on a pop foundation than the work of Sigur Rós, which could generate a more widespread appeal for Jónsi's music. Having his song played during NFL playoff games probably won't hurt his mass popularity, either.