FKA Twigs Is Making Google Glass Less Lame

Google Glass has an image problem, but a cool music video could go a long way to changing that.

FKA Twigs, dancer, musician and rumored Robert Pattinson girlfriend, has made her directorial debut with a new video called “#throughglass” that blends song, dance and technology through her use of Google Glass.

Google Glass has got an image problem. And you know it’s a big one when people who use them frequently are called “glassholes” by everyone including mainstream media. Not exactly the group you want to be a member of. But this video has got people calling Glasscool.” This could be just the kind of buzz this new device needs.


Part of the reason there is so much backlash against Google Glass is because it’s so ostentatious — it’s worn on your face so it’s the first thing people see — and people don’t quite know how this could be used in everyday life. The latter is a problem that most new technologies have to overcome. But in addition to this, privacy questions are already coming up. Then there’s the whole addiction thing. And the $1,500 price tag. Everything could change if Google Glass goes mainstream, but there’s still the question of whether that will happen.

Part of what could help that process along is an increase in the cool factor. Fashion designer Diane von Furstenberg has already used them as part of her design process. Fashion is cool.

And if you think about drones, some of the same issues are prominent, so much so the government has had to step in. But operating them and watching the data they collect is so darn interesting, people are eager for them.

So that’s what makes this new music video/commercial compelling. Not only is it awesome because FKA Twigs is doing her thing, but it’s unlike anything you’ve seen, it stars an artist who’s only just becoming more recognized and it showcases technology in an artful way. It does for Glass what a nerd walking around in the mall can’t. A few more clips like this and Glass could see its fortunes start to turn.

Publish date: October 22, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT