Perfume Genius, the work of Mike Hadreas, is trending on the Billboard Twitter Realtime Charts. The lead single off of Hadreas’ third album “Too Bright” (due Sept. 22 on Matador Records) peaked at No. 3 on the Billboard Twitter Trending 140 chart upon its release July 15th and has been hovering in the Top 10 following the release of the track’s music video today.
— Tegan and Sara (@teganandsara) July 17, 2014
New Perfume Genius song, "Queen," just ruled me.
— St. Vincent (@st_vincent) July 15, 2014
Although Hadreas is known for confessional, delicate and painfully quiet music, this album taps into what he calls “an underlying rage that has slowly been growing since ten and has just begun to bubble up”.
“Queen” figuratively samples a dog bark. Its bold keys and synths underscore a strong message about “gay panic,” as Hadreas explains in a press release:
“Sometimes I see faces of blank fear when I walk by … if these fucking people want to give me some power — if they see me as some sea witch with penis tentacles that are always prodding and poking and seeking to convert the muggles — well, here she comes.”
In 2012, Google/YouTube removed a 16-second pre-roll ad for Hadreas’ second album “Put Your Back N 2 It” from the service, citing it was not “family safe.” The clip showed Hadreas partially clothed and embracing male porn star Arpad Miklos.
YouTube sent the following message to Matador after taking down the video: "Any ads that contain non family safe material are disapproved. I noted to the team that the people in the video are not entirely unclothed, but the overall feeling of the video is one of a more adult nature, including promoting mature sexual themes and what appears to be nude content."
“No family is safe, when I sashay,” Hadreas sings in “Queen.”
The music video, directed by SSION, shows Hadreas is a series of surreal sequences among cheerleaders, pigs and feathers: catwalking down a boardroom table of white males in suits eating shrimp, taking a baseball bat to a room of computer monitors and driving around with the Jenny to his Forrest Gump.
“Too Bright” is due Sept. 22 and was recorded with Portishead’s Adrian Utley. His previous album “Put Your Back N 2 It” peaked at No. 23 on Heatseekers Albums and has sold 13,000 copies to date.