Mediaboss Marketing

A few years ago, Wakefield, England's Pretty V popped up making music under the names v7backin2007 and Voldy Moyo. There was a demo quality to his knotty, often personal songs. His rough vocal takes sounded like iPhone voice memos used to store as lyrics came to him. Sometimes, you could even hear the wind rustling the microphone. But you dont get a sense of urgency from Pretty Vs voicehe tries to remain distant and measured on even the sweetest-sounding beats. On Forever, his upcoming album, Pretty V isnt afraid to get all up in your face. Premiering today on The FADER is the projects second single, OBAMA and a glitchy video shot and edited by Bobby Ingham. Forever drops September 14.

On OBAMA, Pretty Vs bouncing off the walls with energy. Its produced by Donnie Katana, whose hazy production recalls some of Pierre Bournes more atmospheric beats. But Pretty Vs twitchy stop-start flow and punchy vocals keep the song perpetually off-balance. He rushes through bars headfirst, focusing on making things hit as hard as possible before anything else. The whole song is building toward an explosive breaking point thats always just out of reach. Its like riding a roller coaster that only goes up.

Link:
Song You Need: Pretty Vs OBAMA is like a roller coaster that only goes up - The FADER