Paul McCartney – Appreciate
Paul McCartney teams up with a robot called Newman in the music video for Appreciate, the latest single from his sixteenth studio album New, released last year.
The concept of the video is explained in this press release:
The video sees Newman on patrol in a museum of humans. Newman is drawn to one exhibition in particular. In a dimly lit sound studio he sees Paul McCartney sitting on a stool holding his iconic hofner bass guitar. Paul twitches making a sound on the guitar and to Newman’s astonishment he starts to come to life as the song Appreciate starts up. Paul comes closer to Newman staring at him through a force field that encloses him. Newman reaches through the force field and pulls Paul out of his exhibition. As the two of them move around the museum all the exhibitions start coming to life too.
The video was directed by Andre Chocron and Newman the robot was designed by Mervyn Millar and Ed Dimbledy for Significant Object Ltd.