The early 1980s were such a heady time for personal entertainment technology. The Sony Walkman was introduced in the U.S. in 1980, the same time that VHS and Betamax found themselves embroiled in the canonical “format war” to determine control of the videotape market. Meanwhile, CDs were giving a geneation of Boomers a reason to buy Electric Ladyland a second time, and laserdiscs represented that slightly unwieldy and expensive format that was a “cut above” to signal the affluence and distinction of the serious cinephile.
Pioneer Electronics, having purchased a majority stake in the format, had ample reason to push the devices as well as the brand name LaserDisc. To that end, in 1984 Pioneer hired Ohio’s staunchest believers in “devolution,” known to all of course as DEVO, to appear in a 12-minute in-store demo disc touting the innumerable advantages of the laserdisc format.
The band appears wearing tuxedos in a variety of colors and matching fright wigs, each creatively adorned with a single large googly eye and painted eyebrows guaranteeing a quizzical expression. (Surely DEVO is in the Fright Wig Hall of Fame by now?) After introducing themselves, DEVO quickly cedes the floor to Ray Charles, who testifies that the format certainly sounds good and (so he is assured) looks good as well. Blind pianist George Shearing joins him to double down on the gag.
Ray Charles, video entertainment expert
It’s a little depressing to hear, after Ray Charles delivers his spiel, Mark Mothersbaugh (of all people) intone the following copy: “Was that just advertising hype? Listen a minute, and let your own ears decide.” Sigh. Let’s hope they were all paid well for this.
The rest of the video consists mainly of clips pimping Pioneer’s laserdisc catalogue of that moment, including WarGames, Tootsie, Flashdance, Sophie’s Choice, The Wiz, Carlin at Carnegie, and so forth. Pioneer was proud of laserdisc’s improved audio playback, so popular music artists were a big part of the pitch—it’s a little funny to hear DEVO touting the virtues of Duran Duran and Sheena Easton, but am I imagining it or does Mothersbaugh give the phrase “the heat of Fleetwood Mac” extra ironic oomph?
As part of the Pioneer team, DEVO got in on the ground floor of laserdisc technology, releasing their 1983 videotape We’re All DEVO on laserdisc as well—that product is (natch) featured in this promotional video. In 1993 DEVO released (on laserdisc, what else?) The Complete Truth About De-Evolution and used clips from this in-store demo disc as a structuring element.
Previously on Dangerous Minds:
Admit it, you want to hear what stoner metal masters Fu Manchu did with DEVO’s ‘Freedom of Choice’
Debbie Harry dominates DEVO in the funny pages of Punk Magazine, 1978