Nikhil P. Yerawadekar and Low Mentality - "Reel It In" (video) (Premiere)

by Brice Ezell

30 September 2014

The goofy, kitschy, and incredibly fun video for Nikhil P. Yerawadekar and Low Mentality's "Reel it In" may be a little bit late for the summer; but, then again, it's never too late for a laugh.

“Reel it In”, a tune by the new project of Nikhil P. Yerawadekar called Low Mentality, is a fairly typical summer song. Twangy, clean notes on electric guitar open up the song, and the buoyant mood of the song very clearly resonates with the spirit of the Beach Boys. All of this is curious, then, given the song’s September 30th release, where it is being released as a 7” single (available on digital and vinyl). Summer began its yearly recess for the New York-based Yerawadekar a few weeks ago. However, one look at the goofy video for “Reel it In” will make obvious its all-seasons appeal.
The best way to experience the video’s kitsch is to watch it, but to give a sense of what’s to come, the video includes: Hawaiian shirts, a fantastic jab at Robin Thicke’s creepy Paula album, and plenty of cheesy green screen effects.

Yerawadekar says to PopMatters of the song, “I wrote this song a couple of years ago for the lady who is now my wife. I was going for a really sunny, positive feeling with this one, so I tried to recall how it felt when I was first exposed to highlife and soukous music around ten years ago.

“Looking at ‘Reel It In’ now, there is a lot of reggae and early rock and roll here too. That kind of stylistic blend is pretty emblematic of what’s going on with Low Mentality. It feels good to represent all the sounds that have moved me without trying to categorize anything when I’m writing.”

Regarding the video, he cheekily says, “The video is a documentary film that takes place in real time.”

“Reel it In” is available now through 3rd Generation.

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