What happens when new media meets art?
In the 21st century, each decade has produced new avenues for talent of all kinds to achieve the success they likely would not have achieved without technological advancements. This can date back to the days of Paris Hilton and Kim Kardashian. Utilizing the newly minted “reality television” medium, the two socialites became the original “influencers,” ushering in an Instagram-driven age of the self brand and a type of self employment that required nothing but luxury and style.
Today, this now obsolete tactic has created an oversaturated market for influencers far and wide. In need of a new tactic, the public flocked to YouTube and TikTok. Both free form platforms for users to put out essentially anything they want, it has provided an outlet for stars like the D’Amelios and Addion Raes of the world.
On the YouTube side, artist Joji made a stark transition to music, utilizing his steady following on the platform to seamlessly segue into his new role of genuine artist. His single, “SLOW DANCING IN THE DARK,” was a huge streaming hit. It allowed the singer to shed the skin of his former persona, leaving room for an easily marketable “sadboi” for the kids of Gen Z.
Clearly an ingenious tactic, the single resonated with users of this demographic. The song was appropriated into one of the first TikTok trends of its kind. Users utilized the song to film their own videos, expanding the already viral nature of the single.
With Nectar, Joji’s second studio album, the artist triples down on this tactic. The sweeping 18 track set features enough melancholy and hip hop influenced beats to dominate TikTok feeds for the fleeting days of the app’s reign.
It’s impossible to analyze Nectar from a purely artistic standpoint. The strategy is too on-the-nose. This, though, doesn’t necessarily discredit the quality of the often high quality record. Is it a few songs too long? Yes. Does it repeat themes to the point of monotony? Definitely. Is it, above all else, emotionally compelling and entertaining? Absolutely.
Nectar is made up mostly of love tunes across the spectrum of pursuit, loss, and the instability between those two benchmarks. The opener, “Ew,” immediately sets the tone of the project. Lamenting the loss of a love and wishing for one more longstanding and true, Joji sounds exasperated. This exhaustion only continues throughout most of the tracks.
The singer goes beyond the science of love to discuss the trappings of fame and the business side of his industry. Standout “MODUS” deals directly with labels and publicity teams forcing an image on him.
“I don’t feel the way they programmed me to feel today,” he sighs. The chorus of the song plays like an eboy version of Adele’s “Someone Like You,” and it’s actually one of the best moments on the album. It’s an interestingly self aware moment for a project seeped in its own commercialism and business oriented structure, actually including a song titled “Tick Tock.”
Another highlight is the Diplo assisted single “Daylight.” It’s a rare uptempo bop in a sea of mid tempo pieces of introspection.
Should Nectar have been abridged to about 12 songs, it would play as a much better album. Joji’s talent as both a songwriter and performer is undeniable since BALLADS 1. He’s shifted his sonics to inconsistent success. Though this work is a symptom of the maneuvers that got him to this point, the strength of the work often shines through the cracks.