For the video of Gepe's latest single "Hambre", the director, Ian Pons Jewell, has gone with a literal take on the lyrics of the song. And why not? What Gepe, like most of his Chilean peers, has been crafting through his career is a redefinition and refinement of niche genre: this song takes his past major-key singles and shaves off their edges, narrowing down ideas, but retaining the essence of pure fuck-yeah ANDEAN POP! As 'Club guru, Carlos Reyes, stated in his first review of the song, there is always the worry these sounds (and collaborations) will slide into kitsch - what pan-pipers the world over have been actively promoting for decades. Aware of this, but not embarrassed by it, this video celebrates the "disfraces finos y elegantes" of the past and present backbone of the continent.
The video opens with a be-shorted hipster entering a cool establishment, greeted with a "Be Our Guest" enthusiasm, only to wind up as the main course. The wry humour, and deliberate gross out factor - that's just pork, isn't it? - subverts the theme of the song: the constant search for satiation, carnal or otherwise. We're all hungry, and there's a fine line between enjoying it, like a feast, and sacrificing each other to Wendy Sulca's high priestess. Dale de comer!