Quirky is a word that music writers lean on far too much, myself included. It’s a term that encompasses anything left-of-center, that doesn’t fit neatly into our expectations. Nicholas Mallis certainly fits that mold. His pop-driven music is kinetic and idiosyncratic, carving out a unique sonic space while urging listeners to hit the dance floor. But the most eccentric feature of his latest single isn’t its off-kilter groove or wildly exuberant hooks; rather, it’s the concept behind it.

Taken from his upcoming album Product Placement, “8k” hits you with its infectious chorus right off the bat. Pay just the least bit of attention, however, and you can’t help but notice that Mallis is singing about an imaginary new Apple camera that shoots at “8,000 frames per second.” Listen a little closer and suddenly you’re being promised spiritual enlightenment. It all seems like an absurdist ad, which is largely the point. According to the Athens songwriter, the new LP will be a concept record in which all the songs are meant to emulate commercial jingles, albeit with a more sinister edge. Mallis got the idea after creating several fake ads using songs from his last album, The Final Station.

Regardless of its commercial conceit, the track is killer. Skipping along the contours of its slinky bass and driving beats, “8k” is bouncy, agitated, and abundantly tuneful. Aesthetically, it draws inspiration from the likes of Devo, Alex Cameron, and of Montreal with sharp melodies that are blissfully skewed. It’s the sort of song that gets lodged in your head, but more crucially, it dares you to sit still. Viewed within the lens of corporate branding and as social commentary, however, things become even more interesting and complex.

“While the chorus sounds like a commercial, the verses are a bit more cerebral, touching on Truman Show Syndrome and singularity,” Mallis explains. “When people saw The Truman Show back in 1998, they were freaked out that someone might be filming them at all times, but now in 2021 a large portion of people document themselves all day every day. It’s just kind of funny to think about.”

“8k” was recorded and mixed by Mallis at his home studio, the Pringle Lodge. It was mastered by Jesse Mangum at The Glow Recording Studio.

Listen below.

Product Placement is scheduled for release in spring 2022.

Nicholas Mallis will perform on Wed., Nov. 3 at 529 in support of True Blossom and Lobby Boy. Doors open at 9 p.m. Admission is $10. 21+ to enter.

More Info
Web: nicholasmallis.com
Bandcamp: nicholasmallis.bandcamp.com
Facebook: @nicholasmallis
Instagram: @nicholasmallis