ADHD represents the vicious-affective cycle experienced by the artist, Jaye in his bygone days as a hustling DJ. The four symptoms that make the acronym A-D-H-D cycle are: Attention, Depression, Hit, and Dip. These were the formulaic-four that spun the cycle led headfirst by intoxication and party highs. All Jaye could yearn for at the end was escape from its cyclical gravity. The genre-fluid single was recently released on 31 July – but that was just the shallows. Today, Jaye drafts audiences into a rip-tide of immersive experiences with a powerful interactive Music Video.
Inspired by Queen’s “Bohemian Rhapsody,” Jaye starts off at the deep end experimenting with the deconstruction of song and video structure to come up with the time-space defying Music Video (MV). The free-form MV is fitted much like Black Mirror’s Bandersnatch which gives users an illusion of control. Audiences get to choose their own adventure from four options (Attention – Depression – Hit – Dip) whilst vicariously living through experiences adapted from Jaye’s own memories. The first chapter ends in two options (Ascend and Descend) and from there the viewer controls the narrative, or at least that’s what they think.
The postmodern video is a hands-on representation of the true viciousness of the ADHD cycle. Viewers will feel the same burden that Jaye did as he realized that partying did not empower him; rather, it proved a great hindrance to his mental health and life.
Jaye’s MV is a psychedelic cyberpunk microcosm with nostalgic video game elements and hair-raising horror features. Parts of the MV are also interwoven with the MVs from his former future-past releases via meta space-time warps.
With command of the concept, “the game of life”, Jaye will release an 8-bit 2D Instagram filter game called HIT which will allow users to continue to engage with his Super Mario-esque hellscape (as seen in the MV). Fans will have to blink to shoot oncoming enemies with lasers in a side-scrolling virtual landscape, soundtracked by the ‘Hit’ section of the ADHD track. Prizes will be given away to those with high scores.
This track comes after the stratospheric success of previous singles ‘TOMORROW’ and ‘DEJAVU’. Both Music Videos received over half a million Youtube views after just one month, no doubt owing to their conceptual depth and edge.
