Wearing a purple mask, carrying a cardboard sign and listening to his headphones, 4 The Brotherhood went around London to launch an unexpected guerrilla marketing campaign for his new song Care Too Much.
It’s a catchy yet meaningful indie-pop song that speaks to every 20 years who struggle to accept being an adult. YK2 nostalgia oozes from this track and takes you right back to simpler times – when our parents handled life’s worries, and the world lay at our fingertips.
Going with a fun approach, more relaxed so you don’t take life too seriously, living life with an air of nonchalance, Care Too Much creates a soothing environment that provides the comfort and understanding of someone else who’s been through it.
We talked to 4 The Brotherhood about the track and much more:
“Being normal is overrated! “Care Too Much” is about being the truest version of yourself, completely free from the judgement of others. In today’s society, people pretend to be someone they’re not just to fit in and be like everyone else, why? If everyone stopped caring, being normal would be the new weird and life would be way more exciting.
Tell us everything we should know about your new song ‘Care Too Much’?
Care Too Much is a song for the kids and those who still feel like one. Reminiscent of the early 2000’s era of pop-punk it’s like Busted and The Weeknd had a problem child.
If you had to describe your sound in three words what would they be?
Coming Of Age
If you could tour with any musicians, dead or alive, who would it be and why?
Believe it or not, my ultimate dream would be to tour with Tame Impala. Hands down my favourite band. I’ve always been infatuated with Kevin Parker’s musical genius. I’m manifesting the day I get to collaborate and share the stage with him but honestly, I’d be gassed to just meet him in person.
As a grant recipient from the Next Gen Fund, coming from Jamaican and Filipino backgrounds, what would you want to change about the music industry?
More diversity and more uniqueness. By that I don’t just mean race and culture although those are important factors, I mean more people taking risks and pushing the limits of popular music. I don’t think it happens enough that we hear something refreshing, by that I mean something unexpected, out of the ordinary or reviving something old. I feel like the UK music scene has so much to offer and it’s sad to see artists’ motivation for pushing creativity suffer due to unfavourable label deals or lack of finance.
I’d encourage anyone like myself to look for creative funding opportunities like the Youth Music Next Gen fund as there are loads of these financial resources out there: Wired 4 Music, and the PRS Fund to name a few, you just gotta know where to look. Honestly, anyone can shoot me a DM and I’ll be happy to share some contacts.
Which artists are you listening to right now?
Recently I’ve been getting into ‘White Denim’. Got put onto their album ‘D’ by a friend and I’ve been loving it so far.
Also came across Witch – Waile after speaking with the mastering engineer of the album at Metropolis. Although I’m still yet to listen to the full album, this track has been on repeat. It’s super original like a fusion of Hendrix psychedelia and African culture. Highly recommend.
Can’t get enough of The Japanese House’s latest release ‘Boyhood’. I’ve been a fan since the very first EP Pools to Bathe In, waited years for this album and cannot wait!
Some other dope people to check out are:
Ging – Miracles
Unknown Mortal Orchestra – Meshuggah
The Lemon Twigs – In My Head
If you were a drink, what would you be?
Probably a Red Bull. Full of energy, sweet and mixes well, plus you’ll get addicted if you’re not careful.
How would you describe your personal style?
Cheap, and cheerful haha. I love Y2K street fashion but really my style is whatever cool unique things I find in the charity shop. My thing is I don’t want what everyone else has or can get. Generally, I stay away from stores that stock a million of the same thing I like the treasure hunt of finding gems.
What do you hope your fans take away from your music?
Through my music, I want to encourage people not to take their lives and themselves too seriously. I want my music to help those going through rough times as much as the good times, making them smile, jump around their bedrooms or laugh at me clowning myself in public for a music video. Think of it like of personal pick me up. I’m all for living in the moment and I hope I can encourage more people to do the same. You don’t have to be religious to live your life with love and I think if more people did, our lives would be a lot more enjoyable.
Photos by Luca Pellegrino