Because there isn’t a single time of the year when You’ll Melt More! isn’t in the process of releasing an album, EP or double B-side acoustic remix or something, it can sometimes take a little bit of extra effort to follow up when THE promo spot for whatever release is next has its imminence announced. Hell, they released an outtake from the CM for their 5th anniversary(!) yesterday, and I immediately wanted to skip it because, while it was funny, it was also boring in its way. You just get worn down by the constant media churn, is what I’m saying.

And, for as good as what YMM puts out usually is, it’s also a homicidol hit or miss — for every mind-blowing epic or dark fantasy or straight-up rock song, they have at least as many twee alt-pop numbers that I IRL like but (that damned brand identity!) don’t always want to be a-bloggin’ about — and I acknowledge that said twee alt-pop numbers are often the very best things on any given album!

I get that fans complaining about getting anything from the objects of their fandom, even if it isn’t exactly what they want, is one of the worst behaviors that can be directed at artists and performers, but what I’m really trying to say is, if I am choosing to feature a new YMM MV or whatever, it’s because it’s really dang impressive.

I mean, listen to that. That’s the kind of pop rock sound that could have cleaned up 10 or so years ago (and maybe spared the world fun. in the process!). The chorus has been in my head since the first time I heard the hook nigh on two hours ago now. Visually? Right in the YMM wheelhouse, very simply attractive and evocative of the emotions in the song. It all just lines up so well.

YOUTOPIA will be out next week. I don’t know if it’s an Of the Year contender — though feel free to add to the tally in the last-second thing that will happen the week after — but the actual number of YMM albums that have been anything less than very good is zero, and they may have more studio releases than any idol project to have ever sniffed the chika scene. It’s an absolutely ridiculous track record.