Hot Content started as a dumb hashtag to poke fun at all those Forbes listicles on how to enhance your brand by posting every single day, even if the images are similar and offer nothing new or interesting, just as long your fans stay engaged. So we started doing it ironically, playing the part of sarcastic “influencers”, but funnily enough, this unlocked something in our brains that “allowed” us to be more of ourselves on camera than we’ve ever been before. We saw our largest growth in not only social media numbers, but fans coming to shows, views, streams, you name it, and not because we hit some favorable algorithm, but put ourselves out there for who we are, even if it is under the guise of sarcasm.
So we’re running with it. Big time.
I’m happy to announce that our third LP will be called Hot Content, and released May 10, 2019 on Smooth Jaws. On the surface, Hot Content looks and sounds like our most playful album yet, but like all #hotcontent, at it's heart is a sad person. While several songs deal with the current climate of the world, fear of change and toxic masculinity, Hot Content is mostly a relationship record. Being in a committed relationship is hard. Finding that balance between excitement and boredom, passion and anger can be difficult, but the fact that you've found someone you love, and they love you back, is special and worth waking up (and posting) everyday for.
You can watch the video for the single Falling Back below