Cats and Laser Pointers: This Music Video Wins the Internet

Johan Rijpma's video for 'Natural Thing,' a track by Nobody Beats the Drum, adapts a YouTube trope for the Vimeo audience. 

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

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.

Does This Child Need Marijuana?

Dravet Syndrome is a severe form of epilepsy that affects children. Could marijuana oils alleviate their seizures?

Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register with Disqus.

Please note that The Atlantic's account system is separate from our commenting system. To log in or register with The Atlantic, use the Sign In button at the top of every page.

blog comments powered by Disqus

Video

Does This Child Need Marijuana?

Inside a family's fight to use marijuana oils to treat epilepsy

Video

A Miniature 1950s Utopia

A reclusive artist built this idealized suburb to grapple with his painful childhood memories.

Video

Why Principals Matter

Nadia Lopez didn't think anybody cared about her school. Then the Internet heard her story.

Video

A History of Contraception

In the 16th century, men used linen condoms laced shut with ribbons.

Video

'A Music That Has No End'

In Spain, a flamenco guitarist hustles to make a modest living.

More in Video

Just In