ALEX EXISTS RELEASES NEW TRACK BELIEVE THE HYPE
Toronto, ON – June 2, 2023 – Today, Toronto artist, Alex Exists, shares his latest single, Believe The Hype, the third release from his forthcoming debut album, Everybody’s Famous, out June 16 via The Confidence Emperors. A defiant, rebellious, and empowering earworm, Believe The Hype serves as a reminder for listeners not to believe everything you see or hear, and to cultivate a healthy sense of skepticism and independent thought, through the use of catchy riffs, melodies, and vocals from Alex, as well as fellow Toronto artists, Sam Casey and AARYS. Listen here and watch the video, directed by Agata Waclawska and produced by Moon Reel Media, here. Pre-order Everybody's Famous here.
Alex says of Believe The Hype: “[This is] a cautionary tale about the dangers of blindly accepting popular beliefs and trends without questioning their validity. It satirizes the modern day hype machine and surrounding trends as entirely fabricated. It reveals how your beliefs can be subverted into blindly following the crowd, such as developing unhealthy habits, or even falling victim to scams or hoaxes. The song is a defiant anthem about the importance of being skeptical and critical in an age where information and opinions can be easily manipulated and distorted.”
Inspiration for the track first came from a time when Alex fell victim to an identity theft scam. “The experience really shook me,” he says. “It made me solidify the need to express the anger of inauthenticity in general. That, and of the never-ending cavalcade of fear-based nonsense spewed from mainstream news and TV.”
And it’s not just in the music Alex was able to express himself, the anger, and general inauthenticity from his experience. It also comes through in the single artwork which is designed as a newsprint tabloid about Alex Exists which questions whether you can be any artist, or yourself even, with reality, given the world of constant illusion. Further, the video sees Alex harnessing the energy of "Chaotic Good" with his own talk show called "Believe The Hype," where nothing seems to be real and satirizes how ridiculous news and talk shows can be.
The upcoming debut album, Everybody's Famous, is a sonic exploration of expressing optimistic nihilism and radical authenticity as we tread into a brave new world. Alex quips the album resembles "a wrestling match with one’s ego." It represents a story about finding one’s true self amidst the chaos, continuing to create through the chaos while learning how to wield the energy of the changing tides instead of swimming against it - and letting it destroy you. Alex will use art as a weapon for peaceful rebellion inspired by his interactions with the world, channelled through song. Audiences can expect melodic rock tunes ready for both solo listening and the dance floor, filled with ironic humour to highlight social issues, with a satirical dimension. “This will be my first full length album,” Alex says. “So, it’s very much an important moment in my overall growth as an artist.”
This can be heard on the previously released singles, With A Bang and Dancing With Chaos. With A Bang uses dark prose, edgy synths, funky percussion, and resonant chords to drive the irreverent dance song about celebrating the end of something in a flamboyant and over-the-top way. Whereas Dancing With Chaos crawls with riffs, Alex's sharp vocals and deep lyrics and is dedicated to anyone that feels overwhelmed by the state of the media, politics, and the unreal societal expectations they face. All videos were produced by Moon Reel Media, which Alex co-runs and co-founded, and were directed by Agata Waclawska.
Alex’s music is inspired by absurdism, hyper surrealism and optimistic nihilism with an acid tongue firmly planted in his cheek. He is fascinated by pop culture and ego. The signature of Alex’s creative work is his unique sonic touches, drum-heavy rhythms and classic “pop through a blender” melodies. His new project, Alex Exists, launched with a neo-glam pop version of David Essex’s, Rock On, for The Confidence Emperors’ multi-artist album, Coverama, followed by his T. Rex-meets-John Lennon seasonal original, Never Christmas Without You. Alex played all of the instruments on both tracks except the drums.
One final thought on Believe The Hype, Alex shares: “Not a lesson per say, but a reminder to use art to speak truth to power and help empower others. Everyone should do it more often and use art as a therapy for your anger, skepticism and bound up energy.”
Stay tuned for Alex’s debut album coming in just a few short weeks!