Matthew E. White releases new single "Electric"; gets a hair makeover in infomercial video

Matthew E. White has shared “Electric,” the ebullient second single from his new solo album K Bay due out on September 10. The track’s video, directed by Wes Parker, finds Matthew getting his hair trimmed for the first time in years, a cut as long-awaited as K Bay itself.

“I wrote this song after listening to ‘Me, My Baby And My Cadillac’ by Sleepy Brown,” Matthew explains. “I wanted to write something so intentionally direct like that. When we recorded I wanted the playing to come across raw, limit the instruments and let everything redline from start to finish. The lyrics are mostly pure 60’s bubblegum pop - think Brill Building Carole King - an homage to the overtly saccharine songwriting style of that era. There’s really an absurdity, and theater to it all.” Read the extended story of the single’s epic origins via White’s Substack HERE. 

Watch the new video for "Electric" below.

“Electric” follows the album’s kaleidoscopic first single “Genuine Hesitation,” which earned early praise and support via Pitchfork, NPR Music's All Songs Considered podcast, Stereogum ("[a] big-canvas, luxurious rock jam"), Under the Radar (Best Songs of the Week), BBC 6 Music, Double J (“He’s operating on a different level”), Brooklyn Vegan, and more.