One of my biggest pet peeves as of late are singers who appear as featured artists, but are nowhere to be found by the time the accompanying visual drops. The biggest offender of this annoying trend, in my opinion, is Selena Gomez. The 24-year-old singer was missing in action in both Charlie Puth’s “We Don’t Talk Anymore” and Cashmere Cat’s “Trust Nobody.” And now for her killer Kygo collaboration. She needs to stop this habit stat!!!
While beautifully directed by Phillip R. Lopez, the music video for Kygo’s “It Ain’t Me” doesn’t correlate with the lyrics whatsoever. It’s conceptually out of place for sure.
The clip shows a man in a coma fighting for his life after a motorcycle accident. While his girlfriend dutifully sits by his side, he walks towards the light, imagining himself in a magical forest. Things then go off the rails when the hospital room transforms into a disco complete with neon lights.
Check out the random video below. Kygo and Gomez’s sensational track deserves better than this.
Kygo ft. Selena Gomez ‘It Ain’t Me’ Music Video