Avicii's channeled the muse of Crystal Waters' 2009 hit, "100% Pure Love" in his newest, "Pure Grinding." But while the well-known DJ may have borrowed a few lyrics, the video for "Pure Grinding" has nothing to do with finding and keeping love unless you're one of those ambitious types who equates money with love.
Avicii's latest video is all about "working that money." It's a short, musical commentary on various ways to "get gold." While we may have been raised on the moral code that discourages armed robbery, and "Pure Grinding" follows that track, it's impossible to ignore that this video's protagonist, the hard-working, overheated and unlucky quarry miner doesn't seem to be making much progress either. We may all think, "when I get it, I ain't never goin' back again," but Avicii's "Pure Grinding" leaves us wondering if getting to that point is even possible, no matter what route you choose.
Shanna Gibbs writes stuff, watches Netflix and dreams about her triumphant return to New York. And she's on Twitter: @BananaintheCity.