Ever find yourself in this situation? You think you’ve stumbled across someone amazing that no-one else is on, you go to follow them on Instagram and see everyone’s already on it? You preemptively thought about letting everyone in on a new and exciting thing to find out that they may well end up thinking ‘about time!’
Such is life, but that happened to us when we pressed play on the ‘Loretta’ video by the absolutely magical Ginger Root.
Despite the trappings, Ginger Root is actually a modern American project from California, headed up by Cameron Lew.
He’s called it “aggressive elevator soul”, but we’re hearing City Pop, Steely Dan, YMO and loads more stuff we love, so labels be dammed, this is just great!
Learning Japanese and deep diving pop culture and music, Lew has set about creating his own technicolour universe of angry TV station bosses, chain smoking ladies in power suits, and hyper day-glo music which is pretty hard to beat.
Look, we might not be telling you anything you don’t know already, but it sure is fun to get excited about a new artist and shout about them to anyone who will listen.
And listen is exactly what you need to do, because when the world is so treacherous, god knows we all need some fun and escapism in our lives.
The Pop Corporation 
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