When it comes to marketing new music on the internet, you generally can rely on music videos to get the word out in hopes of going viral. In recent years, acts such as Lil Nas X have singlehandedly used platforms such as TikTok to thrust their careers into the public consciousness, but nothing feels as thoroughly tried and true as a solid music video uploaded to YouTube and shared endlessly across all corners of social media. Project213 seems to have a pretty definite grasp on the art of viral marketing, and with their latest song “Personality For Miles,” this is one music video that feels primed to help the single reach the big leagues.
Watch the video for “Personality For Miles” below
With one foot in quirky satire and the other knee-deep in effusive heart, “Personality For Miles” is a track that inhabits the best parts of keen musicianship as well as it manages to reside within the halls of the self-aware. The song’s vocals arrive with a self-proclaimed “lazy, kinda hazy” delivery and the lyrics immediately veer into crude territory, incorporating the term “f*ck-me-eyes” into the first line, and right off the bat it’s fairly evident that this won’t be a hit with everyone on first listen. This notion is something Project213 seems well aware of, and by allowing the music video to almost entirely speak for itself with its admirably goofy costumes, dance moves, and narrative premise, the band is laying all of their cards out on the table. “Personality For Miles” isn’t a song concerned with appealing to the masses, sure, but it’s a song that the masses could use — the core thesis of the song relies on the concept of cutting lose and living true to oneself, and the music video showcases such a great message with flying colors.
Musically, the song stands out above most modern releases, too. Unafraid to pivot into psychedelic breaks and bridges, there’s plenty to chew on as far as the actual composition goes. In particular, the band seems keen on showing off their percussion skills and keeps drum breaks front and center. The bravado with every beat turns the “Personality For Miles” up a notch, and the distorted guitar mixed with the lo-fi hip-hop-esque beat that joins in on top of the song’s musical interlude kicks things into overdrive before the chorus comes back in one last time.
The choice to have a layered vocal style could have turned sour at any point within the single but there’s a definite charm to the way it affects the lyrics. Project213 stays true to their “lazy, kinda hazy” approach and the vocals function as the bow on top of a considerably neat and catchy package with a hook that’ll be in your head for days.
Be it by use of viral trends online or by sheer musical tenacity, Project213 seems hellbent on crafting a unique and long-lasting impression on the independent music scene. With hits surely to come from the same vein as “Personality For Miles,” the road ahead for a band as eclectic and reassured as Project213 will certainly go for miles.
