Although it’s been a few years since the excellent ‘Harder Than You Think’ was released by Public Enemy, this massive tune is making a comeback thanks to being featured in a hard hitting trailer for the Paralympics that’s been on heavy rotation on the UK’s Channel Four.
WATCH: Channel Four’s trailer for the Paralympics http://www.youtube.com/watch?v=tuAPPeRg3Nw&feature=plcp
The director of the trailer – Tom Tagholm – said that he wanted to add some edge, grit and attitude to the trailer, which was one of the biggest projects he worked on last year.
“We narrowed it down to about four or five concepts that we thought could be really strong, but then someone came up with this line – ‘Meet The Superhumans’. We really loved the attitude and the scale and the confidence of it,” he says.
The trailer – which combines live sport, athletes’ training sessions and also some flashback sections to incidents in their past lives – embraces the physical attributes of the athletes and their disabilities. “We wanted to absolutely embrace all of that – their stance, the ways they’ve adapted to their sport, the ways that they use their bodies. It’s very much ‘Here we are!’ y’know? There’s no tiptoeing around anything.”
‘Harder Than You Think’ was the first single to be released from Public Enemy’s 20th anniversary album How You Sell Soul to a Soulless People Who Sold Their Soul??? that came out in 2007.
The album’s title was a paradox, as main man Chuck D explains: “You don’t sell soul to a soulless people who sold their soul. You have to give it to them. And that’s how it boils down with me. I think the last 15, 20 years the music and the record business experienced a great deal of one-sided individualism and greed. In order to return it to some of its roots, artists and entertainers and songwriters have to reach down into themselves in order to reach down into the souls of folk.”
‘Harder Than You Think’ was also featured as the soundtrack to the Eric Koston section in the Fully Flared skate vid: WATCH http://www.youtube.com/watch?v=Y7m5YM3wZ-Q