Cats and Laser Pointers: This Music Video Wins the Internet

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Johan Rijpma's video for "Natural Thing," a track by the Dutch group Nobody Beats the Drum, adapts a YouTube trope for the Vimeo audience. Sure, it's an easy play for views, but it's a pitch-perfect case study of the sites' different sensibilities. Rijpma gives static shots momentum, editing the movements of cats in a blank white space to the catchy electronic soundtrack. One could even argue that the video is implicating the viewer for delighting in shamelessly viral content, giving the music video an edge that a typical home video hit can't match. On the other hand, sometimes a laser pointer is just a laser pointer. The band's EP, Natural Thing, is available here

For more work by Johan Rijpma, visit http://johanrijpma.nl.

Via Jason Sondhi

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Kasia Cieplak-Mayr von Baldegg is the executive producer for video at The AtlanticMore

Cieplak-Mayr von Baldegg joined The Atlantic in 2011 to launch its video channel and, in 2013, create its in-house video production department. She leads the development and production of original documentaries, interviews, and other video content for The Atlantic. Previously, she worked as a producer at Al Gore’s Current TV and as a content strategist and documentary producer in San Francisco. She studied filmmaking and digital media at Harvard University.
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