The iconic alt-rock hit “Where Is My Mind” by The Pixies has been dominating the airwaves lately. This 36-year-old earworm has been licensed close to 100 times, making appearances in Apple commercials and dystopian TV shows. Let’s explore why this song has become the ultimate soundtrack of our lives.
If you’ve turned on your TV or watched an ad-supported YouTube video recently, chances are you’ve come across the mesmerizing Apple AirPods commercial. The commercial showcases a futuristic city with traffic floating above. Amidst this mundane world, there’s one person who stands out – a woman wearing AirPods as she moves to the beat of “Where Is My Mind?” This rendition of the 1988 Pixies song is performed by Australian-Zimbabwean singer-songwriter Tkay Maidza, and it has become one of her biggest hits to date.
Perhaps the song sounded familiar to you because it was used in the final episode of Donald Glover’s thrilling series “Swarm” on Amazon Prime. You might have also heard a cover of it in a workout video by Chloe Ting or witnessed Kelly Clarkson’s rendition on her daytime talk show. Interestingly, Samsung utilized a cover by Nada Surf to promote their smartphone back in 2016.
Decades since its release on the Pixies’ debut album “Surfer Rosa,” this catchy song has achieved Top 40 hit status, making it impossible to escape its presence in movies, TV shows, ads, and brand partnerships. According to insiders, the song has been licensed a staggering 91 times. How did a 36-year-old song by an alt-rock band become one of the most ubiquitous songs of 2023? It’s quite a phenomenon considering it’s the complete opposite of typical commercial hits. The song was written by a group of alt-rock musicians who were exploring psychedelic guitar pop without any commercial ambitions. Led by Black Francis, a University of Massachusetts Amherst dropout, The Pixies found their magic, especially in bassist Kim Deal. She was the only one to respond to Francis’ call for a woman who had equal love for post-punks Husker Du and folk band Peter, Paul, and Mary.
Clocking in at nearly four minutes, “Where Is My Mind?” stands out in The Pixies’ repertoire of short songs. It instantly captivates listeners with guitarist Joey Santiago’s relaxed yet captivating arpeggio riff. Santiago himself described it as the first thing he tried, a lazy arpeggio that sounded strong and hooky. This riff, which remains unmistakable and universally appealing, sets the stage for Deal’s off-kilter and melodious vocalizations. Even if you haven’t memorized Francis’ absurd and literary lyrics, you find yourself humming along to Deal’s peculiar “hoo, oohs.” Producer Steve Albini played a significant role in enhancing the song’s structure by adding reverb to Deal’s voice, subtly turning it into a structural element rather than mere decoration. The song seamlessly transitions from a major chord to a minor one, evoking a uniquely mournful yet uplifting feel.
After recording with Albini in 1987, “Where Is My Mind?” became a legend among college radio stations, ultimately influencing future generations of alt-rock music. However, its foray into the mainstream only occurred almost a decade later when it was perfectly utilized in the climactic scene of the cult classic film “Fight Club.” Since then, it has become a go-to track for dystopian and prestigious TV shows like “Mr. Robot” and “The Leftovers.” When there’s a moment of intense crisis or chaos, “Where Is My Mind?” sets the mood perfectly. However, time has brought new perspectives, and now the song finds itself in unexpected contexts. Wrestler Orange Cassidy licensed the song as his entrance music, and it even made its way into the soundtrack of a video game. Despite its initially depressing undertones, no one can deny the power of a well-crafted anthem, especially one that becomes a favorite among the masses, even if they can’t remember its name.
Until the day comes when marketing firms, production houses, or the secret Illuminatis who govern the world decide that the song no longer resonates with the public, Black Francis will embrace every opportunity to prolong its legacy, be it in advertisements, movies, or TV shows. As he eloquently stated in an interview with The Guardian, “I get offers once a week for yet another advertisement, movie, or TV show to use it. I say yes to all of them.” And for the rest of us, we’ll continue to enjoy every rendition of this masterpiece, whether consciously or subconsciously.
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