Honestly, nothing makes me happier as a critic than reversing an opinion, or letting one evolve as a subject also changes, so the new Macklemore clip "Thrift Shop"--debuted yesterday and already up to like 1 billion youtube views--has me feeling pretty good. It's pretty undeniably great: A goofy, drunk-baby-elephant-walk beat from Ryan Lewis; some playful, dexterous rapping from Mack; a stupidly decked-out, wall-to-wall fun video with Macklemore and half of Seattle prancing around the Unicorn and various used clothiers. And I don't even like thrifting!
Now, obviously I don't take one song as a sign that Macklemore is done being preachy--or finding increasingly worthy causes for such self-serious delivery--but it's great to hear a new track of his playing to some of his too often under-appreciated strengths. It's funny without being a hammy novelty "joke" song. It's doubtlessly sincere (you know dude is a clothes-hound) without being bogged down about signposting itself as such (compare this gleeful shopping trip with the hand-wringing sneaker saga of "Wings," for instance). It's just a terrifically fun tune, right down to the pitched-down choruses and asides. And, you know, it feels good to see these guys enjoying themselves. More of this, please.