I have entirely too much to say about the new BiSH song-and-video move while at the same time saying very little about it at all, so bear with me a minute. It’s like I saved all the words that I didn’t write over the past couple of weeks just for this one post!
Necessary intro: New BiSH MV. New album coming in under a month. Me? A mix of eager anticipation and total trepidation. Like most everything BiSH has done going back to 2017, one gets the feeling from the available evidence (or: they skipped ahead and bought the EPs) that Their latest is going to have the same uniformly good collection of music as always with one’s own levels of satisfaction thereof determined largely by whether they preferred the first or second promo single release.
Yesterday was time for the full, amalgamated album to get its turn in the marketing chute, and thus to use was born “DiSTANCE”:
I was so tired, you guys. Like you know when you reach a point where not even sleep seems like it’s going to get the job done, and what you really need is to remove any and all obligations from your schedule for a few days while you blissfully do absolutely nothing of import? That’s where I was yesterday! And I thought to myself, you know what, you still need to finish the week, but let’s keep the sideshows to a minimum and just chill when possible. No projects, no working out, no bringing the job home, no idol.
So of course on that last point I knew better immediately and thought out loud, “Right, and now watch BiSH or somebody drop another MV and then all your not-plans will be for naught.”
Silly, silly Maniac. If I’d been mindful in even the tiniest way, I’d have known that, yes, another BiSH release was looming, and with it likely something to talk about. They were pretty clear about the build for CARROTS and STiCKS — one EP each in April and May, and then the full album in June — and had already provided one MV as promo to prove it. Why was I sleeping on this?
Here we are, then. And can I admit that I had the most conflicted smash of the Play button of my entire life? The song title and general visual aesthetic put my mind right down the path of expecting yet another Kentacore ballad that would probably sound very cool and nice and possibly even powerful, like that style is at its best, but very much the same, and yeah, that blunts a lot of enthusiasm. On the other hand, their last lead song and MV were absolutely delicious and reinvigorated my old passion for the group, so I had to see where this landed one way or another, right?
Things have been quiet on the BiSH front lately, haven’t they? Sure, sure, they announced a big-ass new tour with an awesome theme, and they have all of the usual tie-ins and promoted merchandise and all that jazz, but … yeah, the thing that put BiSH on the map in the first place (their music) was kind of bereft of attention, and by all parties it seemed. It seemed.
Because what better day to near-guerrilla-drop a new album in a split concept over a 30-day span than April Fools’ Day?