"Beaches" is the brand new single from the anonymous artist known as "Lonely Gimmick". Set to be released on March 31st 2023 it is their fourth official single to date.  

Crafted over a five year span, the track features drums and percussion performed by renowned producer/drummer "Richie Stevens" (Tina Turner, Boy George/Culture Club, Smudge All Stars, SpaceMonkeyz, George Clinton, Lee Scratch Perry). Good friend "Marcus Engwall" lends his lush, sad boy choral tones for a touch of backing vocals. Mixed by Lonely Gimmick themselves and mastered by the accomplished Olly Betts (The Duke Spirit, "Grumpy Days" engineer) at "Crow's nest studios", “Beaches” is a slice of Lo-fi pop sizzle sure to draw you in with its afro pop inspired guitar riffs and unpretentious charm.

Gently opening with a fuzzy Glockenspiel-inspired synth and nothing more, anticipation starts to build as stray drowned out guitar chords ring out across the sonic landscape. Just when the intro has lulled it’s listener into a sense of tranquillity, soft yet firm vocals kick in at a brisk pace:  

"I can see beaches, scrolling with my thumbs, through miles of smiles and pictures of suns, there's really not much, not much to repeat, with all these modern day techniques". 

In a similar vein to the quote: "Don't let the internet rush you, nobody is posting their failures," LG’s lyrics are a comment on the apparent happiness in other people's lives when viewed through social media. The artist reflects on how things can easily seem hopeless when everyone else appears to be achieving more than you. Everything has been done before so why even bother? That said, there is a flip side to social media and it’s impact, which LG explores in the first verse: "I can see beaches on my phone, scrolling with my thumbs now I don't feel alone". Whilst comparing ourselves to others may sometimes make us feel inadequate, social media can help fend off loneliness and provide a connection to humanity and the wider world. The message being that it’s a significant catch 22 of our times; damned if you use it, damned if you don't.  

Throughout "Beaches" Lonely Gimmick takes the listener with them to "the grass is always greener" contemplations while you wait on a London train ("Carshalton Beeches, I have never been, but I always see it on my destination screen"). Then to pubs and down back alleys where one’s soul will become "trapped in concrete". You'll end up being so intoxicated that you'll trip over your own feet. Women will offer to buy you drinks because they like your hair but hate your dirty shoes. You'll read free newspapers such as "The Metro" and "The Evening Standard" that deliver nothing but bad news. All these papers ever seem to tell you is "the end is nigh". But however, despite all this utter bedlam your main worry will be a whiskey drunk neat.

It is interesting to note the song has no real chorus to speak of with no lyrics repeating. The closest moments to a chorus are funky afro-pop guitar fuelled breaks with accompanying tambourine. "Beaches" hints at an "LCD Soundsystem" song structure mixed with "Vampire Weekend" or even "The War on Drugs”. It is one long continuous loop that builds onto itself, never allowing the possibility of boredom.

Musically “Beaches” is deceptive, sweeping the audience up with it’s joyful beat and playful guitar. Beneath the infectious melody, however, lie emotionally stirring lyrics influenced by moments of existential dread. LG has skilfully combined these qualities to create a refreshing, replayable lo-fi pop song with an unexpected depth at it’s heart.

Beaches

Lonely Gimmick is the alter ego of Max Pow, an anonymous multi-instrumentalist musical artist, although both these names are pseudonyms to hide the artist's real identity. Lonely Gimmick blends diverse genres from Hip-Hop to Techno, Lofi to Indie into a unique sound scape. Their work is self-recorded and produced, with the vast majority of the instruments featured on each track played by the artist. LG has been building up a following online since 2020 releasing singles such as "Blue Ticked Influencer" and "Grumpy Days". All the while winning praise from online music press outlets such as American Pancake, Iggy Magazine and featuring on BBC introducing.  

"The living embodiment of futuristic and avant-garde compositions" - Iggy Magazine

"Pure dance feverish escapism" - American Pancake

"refreshingly original approach to music making" - Alfitude 

"definitely Unique" - giveitaspin

New tracks tagged #Black Lips