THE JOJI TAKEOVER
Joji just released his new single yeah right and it might be his best yet. Pay attention to this kid, and the rest of 88rising, they're gunna do big things this year.
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Joji a.k.a. FilthyFrank a.k.a. George Miller is apart of the recent 88rising movement, with artists like Rich Brian and the Higher Brothers standing along side him on the front lines. While not an official "label" per se, 88rising is a media company first and foremost, with a focus on spotlighting Asian talent; a niche that has gone rather untapped in the hip-hop scene.
The music joji makes is far different from the likes of Rich Brian and the rest of the "label" though. His simple, dark, ambient melodies are perfectly complimented and contrasted with sad and sincere lyrics. It reminds me of the game The Weeknd plays, except Joji's songs seem even more emotionally charged than even that. Something about it, in just a few seconds when those first chords hit and his distant voice starts to sing, gives me chills.
While In Tongues -his first project under the Joji monicker- was released in 2017, Joji had already released three albums as his alter ego Pink Guy. For the uninitiated, Joji is somewhat of a cult hero on YouTube and the internet as a whole really. He attended university in the 2010's and starting making comedy videos for his YouTube channel Dizastamusic. One of his characters that arose from this period was this man they called Filthy Frank. Frank was a loud, obvnoxious, squeeky young man in a button down shirt and a tiny pair of glasses who always had a strong opinion on everything. Frank became the breakout star of the channel, in videos where he would "react" to a current news story or a new video or a meme that was blowing up a the time. I first heard of FilthyFrank when he released this little known video:
The fucking harlem shake came out in 2013 and was EVERYWHERE. This stupid dance took over every university campus and work place for a good couple of months. The video doesn't leave much to be explored in terms of a "deeper meaning" or anything, but its simple charm is a good summation of Frank's appeal as a whole: just a silly man making ridiculous, sometimes-offensive content, but doing so with a genuine sense of enjoyment and child-like abandonment. His videos lack any real production value, but the budget, "thrown-together" look is what Frank was going for, and he molded that style into his own unique aesthetic.
In a few years FilthyFrankTV grew on YouTube to become one of the most respected channels on the platform. He is still hailed by many of YouTube's top creators as a folk hero of sorts. Frank would have a tough time in today's politically correct internet; he was a final bastion of offensive opinion and jumped ship just as the fire started. While he no longer posts videos or acknowledges the FilthyFrank monicker, his channel still has a good 5 million subscribers, speaking to the devotion of his fanbase. A fanbase that no doubt followed him in the transition from YouTube god to music industry rookie.
That aesthetic Joji spent years mastering on YouTube certainly lends itself well to his new music career; The man can make one hell of a music video. Aside from Demons being a pretty great song, the video is an unbelievable work of art. The level of detail in the whole thing is spectacular, from the fur on the suit to the water marks on the ground. The simplicity of the bizarre set pieces seem sincere and heart warming while still presenting themselves at a cold distance. I could go on forever about this masterpiece.
This new video for yea right is back to the lo-fi goodness Frank was known for. Video aside though, the music is his best yet, showing that Joji has grown since In Tongues, into something wholly his own.
There is no project on the horizon slated for Joji but 2018 is going to mean big things for him and his crew. Rich Brian is having a little moment right now, and has a real chance of making XXL this year which would be great. Joji isn't about the flash though, he's about the emotion. While the rest of 88rising has the crowds wilding out, Joji's got them in the corner contemplating their entire lives.
And I love every second of it.