Watch the Who’s Video for New Single ‘Be Lucky’
Making videos has been a pain in the neck for most major artists since the advent of MTV in the early ’80s, but it’s a nuisance that’s hard to avoid if you want to get your new music out in front of the widest possible audience — unless you’re the Who, that is, and you have 50 years of live footage to fall back on.
UPDATE: The video was removed by request.
For proof, just take a look at the new Who video, ‘Be Lucky,’ which promotes the new track from the band’s upcoming ‘Who Hits 50!‘ compilation by stitching together stage clips from the archives. It’s an undeniably lazy twist on the overplayed conceit of the standard performance video, but hey, when you’ve been out there for half a century, you earn the right to take it easy once in awhile.
All royalties from ‘Be Lucky’ are going toward Teen Cancer America, the charity started by Who co-founders Roger Daltrey and Pete Townshend in 2011. It’ll presumably be part of the set list when the group hits the road for what’s being billed as its “last big” tour, which will begin with a run of U.K. dates starting on Nov. 30.
‘The Who Hits 50!’ is due out Oct. 27, and available for pre-order now.