With his new song, “Throwback”, Jim James explores the idea of the social media feed manipulating time, letting us see into our past while wasting our present (not unlike Don Draper’s famous Kodak Carousel pitch). Pretty trippy – especially when you consider that the Kentucky rocker came to prominence with the retro-rocking My Morning Jacket. Call it Jim-ception as you read through James’ Facebook post explaining that you should probably close your Facebook and go live your life.
Lest you think this is some sort of holier than thou song with a message, worry not, because it also rocks. The lyrics are cheeky: “Scroll back in time thru your account/Watch your face grow younger as real time runs out/Throw back Thursday to the way that it was/ When we were young/When we were young,” but damn if that hook doesn’t demand to be sung (or shouted). Don’t be surprised if by the end of the shredding solo halfway through, you’re reconsidering how you spend your free time. And when James ends with the defiant “Still living now! Living now!”, see how many apps you’ve parted with. This song isn’t a spaceship, it’s a time machine.
Jim James’ Uniform Distortion is out June 29th.