Now that we are wrapping up the New Money release campaign, I thought I’d share how some of the sausage was made. Getting to partner with Gucci again this entire album cycle has been a dream come true.
Every look, every drip, started as a storyboard. Canceled tour dates aside, we pulled every piece of this campaign off!
The idea behind this musical era was to be as intentionally gauche and over the top as possible. Thank you to Alessandro Michele and the team from Gucci Portland for bringing this gilded, monogrammed, New Money vision to life with us.
I was being interviewed for an upcoming story and when they asked about what I hope people take away from this new record, I said my entire goal this album cycle has been to be so unabashedly queer that even people who thought they were pro-gay before go “Ewww!” whenever they see me, hear the songs, or watch the videos.
My hot take is that pop culture and art and music and fashion and snacks and puppies and drag queens and texting and stupid movies and memes and holding hands and dancing and expensive perfume and very high thread count Egyptian cotton sheets and fancy bath towels and shiny pretty things and tall boy bathtubs are all actually really important.
The pandemic is hard and endless and there’s no extra credit for suffering. It’s not shallow to want to surround yourself with life and beauty when there is death and sadness all around.
Say yes to all bread. Chase kindness. Buy whatever. Laugh about it. Cry about it. You’re doing great.
It’s been out for two weeks now and I’ve really been feeling so much love. Tune in tonight for a convo about the album with Portland Radio Project at 99.1FM in PDX and PRP.fm everywhere else.
You have through the end of the month to win one of the limited edition, signed and numbered New Money Polaroid sets I put together to celebrate the release of my debut record for Kill Rock Stars.
Everyone who pre-orders the album directly from the label before January 1st will be automatically entered to win!
