If the past 18 months has taught us anything about suburban Detroit raised techno and house producer Seth Troxler, it’s that he has all of the talent in the world to burn and nary a fuck in the world to give. Fiercely independent and at a place in his career in which he can call the shots, the latest shot fired may ultimately be the most ridiculous one yet.
From July 31st through August 3rd, Troxler, now the head of “cultural heritage” label Tuskegee Music (his label co-owned with the Martinez Brothers) while taking a step back from his pioneering roots with Visionquest Records, is taking North America by storm. In viewing the tour flyer, the theme is based around 1988 film Coming to America starring Eddie Murphy. However, the video for the four days of partying is far more audacious, soundtracked by James Brown’s 1986 hit single from the Rocky IV soundtrack, “Living in America.” The video features Hulk Hogan vanquishing the Iron Sheik for the World Wrestling Federation Heavyweight Championship in 1984, female builders, Walmart ads, babies dressed like Uncle Sam, Troxler’s head superimposed on a picture of Eddie Murphy’s body in a “McDowell’s” fast-food restaurant uniform from the aforementioned film, movie footage from both Rambo and Commando, as well as VHS videotapes of Richard Simmons’ “Sweatin’ to the Oldies” and more. If Troxler weren’t so adept at being smart and ironic, we’d question whether to expect house music delivered in an ’80s friendly style, or for Troxler himself to emerge in a cape, do the “mashed potato,” drop a split and ask revelers if “[they] Feel Good,” and if they want to have a “Funky Good Time.”
Between beefing with Avicii to asserting his African-American roots and now this video, Seth Troxler is approaching a rare space of sheer madness that could be considered insanity, but could just as easily be genius, too.
Catch Troxler on the following dates:
July 31st – U Street Music Hall, Washington, DC
August 1st – Lacuna Artist Loft Studios, Chicago, IL (with The Martinez Brothers and Filsonik
August 2nd – HARD Festival (Tuskegee Records Showcase), Los Angeles, CA
August 3rd – Governor’s Island, New York, NY (with the Martinez Brothers, Filsonik and Phil Moffa)