It’s surprisingly hard to frame ‘matchacoldbrew’ into a specific genre. Just like its maker, Miami-based creative Cami Bear, the single navigates in the cultural space continuum among a variety of hidden references and a keen sense of nostalgia. Blending modern and sultry R&B, Y2K attitude and glamorous pop vocals, the American singer, songwriter and visual artist has so far built a musical universe that’s uniquely hers. That is to say – she doesn’t sound like anyone else, except herself; that’s the hard part of an artistic career, and she smashed it. Bear defines such a potent and boundary-pushing character as ‘c*nty’.
‘Matchacoldbrew’ feels playful, vibey and lush, with quirky melodies and nuanced productions coming together into a warm, stylish embrace. The single features a stunning music video, sponsored by Atlas Lens Co (Everything Everywhere All at Once, The Batman, and Anora), following an artist submission process. Drenched in early 2000s nostalgia, the visuals are the perfect match for Cami Bear’s expansive artistry.
Speaking about the behind-the-scenes of the video, the American talent explains: “Atlas Lens ended up sponsoring the entire direction and editing process, which was insane. This brought my vision to a whole other playing field and marked a bold new era for me. I got to show people I’m not just here to drop a cute song, I’m weird and here to tell my story, my way. It allowed my creative direction to shine in ways I’ve always dreamed of, and I think my audience feels that shift. I’m obsessed.”
Recommended! Discover ‘matchacoldbrew’ on Spotify and YouTube:
