As the pandemic surges on throughout the country and the world for that matter, music has truly become the soundtrack to all of our lives. For better or for worse, the tunes of 2020 are shaping our loves, politics, ethics, and sheepishly…our morals. With Social Media at its peak, music has never been more accessible…more consumed…more appreciated. Entire sub-genres are gaining much deserved traction whereas ten years ago, they would have been seen as niche. “Jersey Club” is one such genre that has seen a surge in popularity over the past five years and with this bubbling smash “Vibe” from Cookiee Kawaii, things seem to be heading toward fever pitch territory.
The “back it up” refrain that is heard throughout the entire song is already infectious enough to the point that it’s an instant earworm. But it’s the Frank and Ivanna Borin visual that tie it all together. With an elfin runtime of about 90 seconds, the sonic and colorful burst that is reminiscent of early Busta Rhymes and Missy Elliot videos pushes the nostalgia into high gear. Before you know it, you end up bringing back the video numerous times before you can say that you’re even tired of it. Both track and visual do A LOT of damage in a short period of time.
Jersey Club is officially having a moment right now. A well deserved, long fought moment, as stated earlier, within the past five years, the sound has reached new ears and new heights. Alongside Cookiee there are peers that are also breaking new ground with the music and it is only a matter of time before everyone that’s putting in the work gets their time to shine. “Vibe” is more than just a viral sensation, it is the beginning of a sonic shift musically. The stars are aligning and the momentum is growing by day. Shouts to Cookiee Kawaii and to all of the Jersey Club Pioneers past and present, your time is now.