I sometimes like to imagine a Black Mirror-esque world in which a group of distraught music bloggers have set up permanent camp outside XL studio’s, hoping to catch a glimpse of the future lord and saviour Jai Paul before they die. As the years go by without any sight, the bloggers survive by writing viral content for BuzzFeed, and one even takes a part-time job at Morrison’s, much to the dismay of the others. In 2022, an album of half-finished demo’s are once again “accidentally” uploaded and removed within the hour. A media frenzy follows, forcing Prime Minister Boris Johnson to hold an emergency meeting of Parliament. Broadcasting exclusively on the Skyplayer the next day, Johnson issues a strong warning to XL recordings demanding an official album stream be released online within 24 hours or he’ll aim the now re-armed Trident missile towards Richard Russell’s mansion. Meanwhile, Jai Paul, watching the chaos unfold from his bedroom in Rayners Lane, eats a packet of Pom-Bears, then masturbates frantically to the sound of Prince, confused and lonely.
With all the added pressure of that admittedly ludicrous introduction, I’m excited to unveil Manchester’s Jamaal Monarch; a promising electronica artist that could potentially fill the Jai Paul shaped void in our lives. Debut track Horses displays all the hallmarks of a future-pop classic, from it’s intoxicating dark sensuality to the woozy chopped up production. The immediacy found in Monarch’s beats will make him an intriguing prospect in the internet age, where even the most cynical of us should be able to recognise great songwriting and hype are not mutually exclusive. Sure, it’s a long road ahead towards mainstream consciousness, but is it so hard to imagine when The Weeknd recently hit number one in multiple countries. Remember the name folks…
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