Video: Urban Outfitters M83 we own the sky

I LOVE M83 . Unabashedly. Some people hate them (him), understandably so...it can be some dense stuff. But as far as I am concerned Before The Dawn Heals Us is probably in my top 10 albums of all time. The bands new album, Saturdays=Youth , which M83-ify's 80's nostalgic music, hasn't stopped playing since i got my hands on it. So you might say that I am a fan. Maybe just a bit. Apparently i am not the only one, as the reviews have been overwhelmingly good, if [...]

• M83 - We Own The Sky (Maps Mix)

Yes, words like luscious or ethereal or heart heartbreakingly beautiful may be bandied about when discussing the French musicians work. But the word that is most apt is probably cinematic. The above clip proves why... Please let us know if anyone else uses M83's music to try and sell shit, his could be the new electronica of choice for advertisers across the globe think Moby circa "Play".

After seeing this Urban Outfitters ad, I'm giving M83 three years to fill the majority of a chart-topping movie soundtrack with their increasingly accessible post-shoegaze swoon and/or enjoy a fluke top 10 hit in the manner of T'Pau. I'm not saying this stuff isn't gorgeous, catchy and total bait for 4AD-obsessed adolescents of all ages (putting them in the videos will make it easier for directors of teen movies to realize the potential). I'm just saying this road leads to T'Pau. [...]

New Urban Outfitters video features We Own The Sky. Is this a "sellout?" I really don't know. Not exactly a commercial, but it does featured pretty prominently on the front page of their site. They featured She & Him recently as well. ( via )

'We Own The Sky' plus spring fashion equals the following 100-second clip. MP3 at bottom. MP3: M83 - Teen Angst

• M83 - Teen Angst