Video: "Sticks and Stones" - Jonsi

I think it was around Thanksgiving when I saw How To Train Your Dragon, released last year, at home on DVD. It was, as is often the case with movies for kids these days, elegantly executed and while not without roll-your-eyes moments and a fairly predictable plot line, a not unpleasant 80 or 90 minutes of movies.

I was struck, however, by the song playing over the closing credits -- I wasn't sure all of it was even in English, and the parts that were in English were not exactly easy to understand. But the whole effect was something beautiful. Turns out that track, "Sticks and Stones" was by Jonsi, guitarist and vocalist for Icelandic band Sigur Ros (who, among other things, sang an entire album in a made-up language called Hopelandic).

As I prepare for the EMP Pop Conference this weekend, I'm struck by this shift in the attitude of kids media toward musical artistry and vice versa. Here's a major motion picture targeted very specifically at kids for the closing credit pop song they've chosen an artist who fronts a band I guarantee you that 99% of the adults watching have never heard. And what's more, he chose to do it. The lines are so blurred now that it's hard to imagine going back to a time when that kind of action would've been bold. It's passe'.

Anyway, in December DreamWorks cut a video for the song. The video's so-so, but the song is great.

Jonsi - "Sticks and Stones" [YouTube]