Well, this was certainly worth the wait.
Directed by Sophia Peer (who’s worked with acts like the National and Ponytail), this version of “Ain’t It Fun” follows Paramore as they attempt to set a series of increasingly ridiculous world records — everything from “fastest time to smash 30 clocks with guitars” and “most feathers caught in 30 seconds” to “most cartwheels in 20 seconds while wearing boots” and, of course, “fastest time to run backwards holding stuffed animals while blindfolded for 30 feet” — with the ultimate goal of breaking more records in a single music video than any other band.
Who previously held that record? Who knows? Probably no one … and that’s not really the point. Like its title (sarcastically) implies, “Ain’t It Fun” is very much about joy, camaraderie, silliness and reckless abandon. It doesn’t really matter if Paramore end up breaking the most records (spoiler alert: they do), or even if their record holds up — in a rather brilliant interactive move, they’re actively encouraging fans to make records of their own through RecordSetter.com. No need for the involvement of the stodgy Guinness Book of World Records … this one’s all about inclusion.
Which is why, in a lot of ways, “Ain’t It Fun” brings to mind Paramore’s recent (and quite excellent) video for “Still Into You,” which not only marked their first fizzy foray into pop, but signified a departure from their normally dour vids. That clip was a revelation, the beginning of a bold new chapter for the band, and this one keeps that winning streak alive.
“Ain’t It Fun” is blissed out and buzzy, born of a brilliant concept, and an absolute blast to watch. It may have taken a while for Paramore to get it made, but no one ever said having fun was supposed to be easy.