JMSN has kicked off the promo campaign for his next album by unleashing its first single, “Click Bait” — and it comes with a pretty wild music video.
The Detroit-born, LA-based musician has never been one to be put in a box, as he’s been a genre chameleon flying the flag for musical diversity. From his earlier work as an alternative R&B wunderkind to blending electronic, house, garage and techno on his most recent album, 2023’s Soft Spot, JMSN has proved time and time again that he can do it all.
On his latest offering, he showcases a more rock-tinged sound that speaks loudly to fans of the Seattle grunge movement. Built upon a buzzing bass guitar lick, JMSN’s raw, emotive, and moody vocals channel those of the late Kurt Cobain, pairing well with the spooky background harmonies and howling strings that appear later on in the track.
“Why you so shallow?/ Think that you’re better than me?/ Paper thin and hollow/ Some kind of celebrity?” he moans in the opening lines. “Why you chasin’ shadows/ When you could be my main squeeze?/ We could both meet up and wallow/ In all of our self pity.”
The chorus is simple yet loud and effective: “Scared straight (Yeah)/ God sakes (Yeah)/ My mistake (Yeah)/ Clickbait.”
Not just known for his electric musicianship, JMSN’s music videos are as creative as they come — and occasionally batshit crazy.
While it’s not quite on the level of “Feel Like a Woman,” the 2023 video that sees JMSN and his umbilical cord being worshipped by a group of tank top-wearing disciples while floating in a bowl of red soup, “Click Bait” does get a little extreme.
Opening with a single shot of a few ants crawling around, presenting the possibility of artistic danger — much like the cockroaches in the video for The Prodigy’s 1996 hit “Breathe” — a shirtless JMSN is then seen gripping a mic stand while facing his bare-footed bassist and drummer. Nothing out of the ordinary takes place as he dances and delivers the song’s opening lyrics and first chorus, but after an aerial shot of the band shows what appears to be a multi-armed logo (presumably related to his upcoming album due to it being the same logo displayed on the flyer for his upcoming album preview shows), things take a left turn.
After more teaser shots of the ants, they grow in numbers, and once the bridge kicks in JMSN is seen laying down in the middle of the floor’s logo, his face and body covered in thousands of ants. Then, as if this isn’t out of the ordinary, he continues to perform the song (with the ants in tow). You can check out the video above (unless you have a fear of insects).
