There are a couple of the explanation why an artist would possibly launch a brand new tune and video concurrently as a substitute of parceling them out piece by piece. One of them has to do with consideration spans: Opt for the less-is-more strategy, and you may maybe minimize by way of the noise and muddle with one large drop. Another has to do with making a press release: Sometimes a video provides essential context to a tune, and the artist may not need you to expertise one with out the opposite.
It's not clear which cause Carly Rae Jepsen’s workforce had in thoughts once they unleashed each her long-awaited new single "Party For One" and its accompanying video as we speak (Nov. 1). Given the immense, important approval for her 2015 LP, Emotion, it's attainable that they're simply making an attempt to fulfill the ravenous urge for food for its correct follow-up -- an album Jepsen's been teasing since at the very least early 2017. (And with Robyn’s first LP in eight years lastly out on this planet, Jepsen’s subsequent on the checklist of cult pop stars overdue for a venture.)
But seen by way of the lens of the second cause -- the concept that the video provides one other layer to the tune that Jepsen maybe doesn’t need you to overlook -- then "Party For One" resembles one thing else: A concerted effort to shake off the eternally heart-eyed, 32-going-on-13 picture the general public has foisted on her, in all probability unfairly, because of the unabashed cheeriness of her music (“Call Me Maybe” is as giddy and bubblegum as songs come) and her skilled associations with Justin Bieber (a key early supporter of “Call Me Maybe,” with whom she shares administration). A telling 2012 headline: “Carly Rae Jepsen Age Confusion: The 26-Year-Old Who Dresses Like a Tween.”
If you take heed to “Party For One” by itself, the masturbation reference within the refrain (“I’ll be the one/ for those who don’t care about me/ making like to myself”) might not have been that exceptional -- simply one thing par for the course in mainstream pop, the place innuendos abound and self-love anthems have an extended historical past. But within the video, through which Jepsen writhes round a lodge mattress in her underwear whereas a number of different characters -- together with an aged dominatrix-like determine armed with a bag of intercourse toys -- let their freak flags fly in close by rooms, the tune's mature edge turns into extra pronounced.
It’s not that Jepsen's music has been devoid of need till now. "I Really Like You," the primary single from Emotion, mainly describes a Netflix and Chill sesh from the angle of a girl who has had sufficient Netflix and desires to maneuver onto the chilling part. (In interviews, Jepsen has spoken about making an attempt to “age up” the tune by writing some sexual stress into the verses to fight the sweetness of the hook.) “L.A. Hallucinations,” from that very same album, kicks off with a picture that evokes tangled bedsheets: “I bear in mind being bare/ We have been younger freaks simply contemporary to L.A.” And she actually wasn’t after her shirtless lawn-mowing love curiosity within the “Call Me Maybe” video due to his persona -- in any other case the video’s last-second plot twist seemingly wouldn’t have been such a shock.
Yet even because the “OMG she’s an grownup” discoveries have quieted down -- although they nonetheless occur! -- traces of it inform Jepsen discourse in 2018: After all, if somebody informed you that her 2018 output would contain a dildo-wielding grandma, would you not have raised an eyebrow in a shock? One consumer on r/popheads, the pop music hub of reddit the place Jepsen is revered by many, might have mentioned it greatest: “I’ve watched a number of overtly sexual MVs [music videos], however I used to be not emotionally ready to see a dildo in a CRJ MV. It’s like watching Peter Pan (CRJ) develop up lmao.”
“Party For One” shouldn't be a radical musical departure for the singer -- with its slick synths and jaunty percussion, it wouldn’t have sounded misplaced on Emotion, sandwiched between “Run Away With Me” and the title monitor. That album proved to skeptics that Jepsen made music for grown-ups; now with “Party For One,” she’s ensuring you realize she’s been one this complete time.