The band moved to Los Angeles, capital of the entertainment business, and with 1980's Freedom of Choice made a record even more calculatedly commercial than the clinical-sounding Duty. This gave Devo their own platinum album, spurred on by the Top 20 success of "Whip It".
Written during the ailing twilight of the Carter presidency, "Whip It" offered Dale Carnegie-style advice to the embattled leader. "Come on Jimmy, get your shit together", laughs Mothersbaugh. By the time Warner Brothers allowed Devo to make a promo clip for the song, it was clear that Reagan was heading for a landslide victory. Devo made the video into a surreal commentary on America's shift to the Right. The result was a video that twenty-five years later is not the least bit dated looking and is still a huge hoot. It was Devo's one true moment of mass-cultural triumph.
Pitched somewhere between a John Ford Western and David Lynch's Eraserhead, the genuinely creepy video for "Whip It" perfectly cristallizes Devo's "freak show aesthetic". As a bunch of Texas stud muffins and blonde bimbos gawk and giggle, Mothersbaugh wields a whip and one by one lashes away the garments of a strange Grace Jones-like amazon of a woman, whose legs start trembling in an indescribably abject way as she waits for the final whip crack to strip off her last shred of modesty. Meanwhile, the rest of Devo performs the song cooped inside a cattle pen - pasty-faced spud-boys wearing shorts that show off their scrawny knees and the famous "flowerpot hats". "We were horrified by Reagan's ascent", says Casale, "So we were just making fun of myths of cowboys in the West".
Devo - Whip It 1980
As the new decade progressed, the original "eighties industrial band" got chewed up by the industry. Even as they railed against Reaganism with songs like "Freedom of Choice" and "Through Being Cool", Devo found themselves increasingly bossed around by their record company.
Devo - Freedom of Choice 1980
Devo - Through Being Cool 1981
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