The Southcoast, UK Songwriter, multi-instrumentalist and producer, James Greenfield, released the most essential electronica single of the year with Turn It Off.
With soul bleeding equally through his vocals and the organic indietronica-meets-EBM rhythms, the impact of this single isn’t to be underestimated. You get a real sense that he’s harmonising from a position of experience when he verses on the pervasive negativity being too much.
“Not giving up, just rising above” is a mantra we would all benefit from taking in our stride. Nothing about Turn it Off feels preachy and holier-than-thou. It is clear that his warning comes from a place of deep compassion.
With 20 years working in the industry, Greenfield was primed to create a resoundingly empowering hit with Turn It Off. I, for one, will be heeding his advice to curb my doom scrolling and let more positivity shape my mentality.
“The demands being put on people these days are relentless. On any given day, we are exposed to huge amounts of disproportionately negative news and are constantly targeted and manipulated to buy more stuff.
We also have demands from other people’s expectations and how they want us to behave. We also live in a world where a never-ending stream of addictive content keeps us glued to our devices.”
For your own sake, place the efficacious reminder that you owe it to yourself to turn off and tune out now and again before you existentially burn out firmly on your playlists.
Review by Amelia Vandergast