andPOP - Pop Culture With Substance

A world record is on the horizon for Mike Skinner of The Streets as his new music video nears its airdate.

The 20-minute long video, set to hit TV screens for the first time on August 1, will best Michael Jackson’s 13-minute “Thriller” clip as the longest music video.

The video was made in partnership with MTV to celebrate their 25th birthday, reports the BBC. Five MTV viewers were given video cameras and told to film whatever they wanted. Skinner first used the footage to inspire a new song, and then a video was crafted around the track using the images.

Each of the young film-makers took a different approach: Dave Griffiths of Scotland followed the Strathclyde Police for a week, Steve Camden of Birmingham revisited his childhood street, Lydia Wakefield looked into whether or not she is Britain’s biggest klutz, London’s Bella Keegan spoofed cheerleading, and another Londoner, George Stamenkovic, went out in search of Bigfoot.

“I have been blown away by the creativity and imaginations of the young people involved and we have watched hours of videos in order to find the most interesting and intriguing content for this epic work,” said Skinner.

Alistair Siddons — whose previous video credits include the Mystery Jets, Kano, Roots Manuva and The Streets — directed the clip.

Mike Skinner seems to be obsessed with hardship. On The Streets’ groundbreaking debut record, “Original Pirate Material,” the cockney rapper offered up a grimy portrait of middle-class British living. His next album, “A Grand Don’t Come for Free,” dealt with girl troubles and misplaced money. And now, on “The Hardest Way to Make an Easy Living,” Skinner is once again rhyming about his latest problems ? namely fame and fortune.

But Skinner doesn’t come across as your typical boo-hoo celebrity. His first two records remind us that he hasn’t always been famous, so when he complains about tabloid rumours and the rigors of promoting his music, we can see humanity and sincerity behind it.

For example, on the first single, “When You Wasn’t Famous,” Skinner rants about female celebrities treating him like a nobody ? though he can get all the non-famous girls he wants. From anyone else, it would be a laughable complaint, but Skinner’s half-comedic delivery has a way of evoking sympathy.

Skinner also revisits some old subject matter, as his storied appreciation of drugs and alcohol is once again a prominent part of the record. But it seems like his attitude towards the indulgences is shifting ? maybe even maturing. On lead track “Prangin Out,” Skinner takes a hard look at his boozed-and-drugged-out self, paranoid and contemplating suicide: “Staring at the crack-work looking scary with my brandy/The rock and roll clich? walks in and then smacked me.”

This record isn’t as innovative or solid as his first two; unlike his debut, it covers no new creative ground, and unlike his follow-up, there’s no cohesive storyline. But Skinner does deal with his reality honestly. It’s an interesting glimpse into the tediousness and difficulties of celebrity life from one of today’s most relatable and grounded hip-hop artists.