“Bring da noize when we run upon dem! Bring da noize when we run upon dem!”
It’s no wonder M.I.A. and her forthcoming Matangi album are both named after a ferocious Hindu goddess of music and learning.
The indie rapper has been pushing envelopes for well over a decade, and her official video for “Bring The Noize“ is no different, except the rebellion is wrapped in a fun, pretty package.
You almost miss the controversial emcee’s message as she’s surrounded by stoic ravers decked in all white, and dons a fierce gold manicure, amazing woven locks and a bright fuchsia wig.
The hyperactive electro track, which is produced by Switch and Surkin and samples The Marble Players‘ “Marble Anthem,” opens with Maya chanting “Dem-dem-dem-free-free-dom.”
She then rapid fires, “I’m so tangy, people call me Mathangi (her real name) / Goddess of word, bitches I’m a keep it banging / Truth is like a rotten tooth, you gotta spit it out! / Let the bottom two, let my wisdom work it out.”
Maya explains the song a bit in an interview on Zane Lowe of BBC Radio 1:
We’re having to deal with the concept of freedom in more ways than one right now, and also I’ve been in America since September, and all those stories in the front page and stuff now, I think it’s a good time to bring out something like this even though I wrote this song a year ago or something. Always felt it was more of a British record, I think conceptually it’s everything, it’s everywhere, people anywhere can listen to it.
“Bring The Noize” calms as we hear, “FREEDOM’s just another word [choose] / Nothing left to lose…”
Serving as her fourth studio album, Matangi is set to release this fall via N.E.E.T./Interscope.
Enjoy the video for “Bring The Noize” below, download the track on iTunes, and wait for the “gold edition” on Thursday.