A camera follows Mayer Hawthorne through a dark corridor and into a bar. "I know it's been a long time since I released any new music. I promised when it rained, it'd pour. It's time for Tropical Storm Hawthorne," he deadpans. "I'm ready."

The Detroit soul singer's album-announcement YouTube clip was a parody of Justin Timberlake's video earlier this year, and represents Hawthorne's relationship with pop. "I take the music very seriously, but I don't take myself too seriously," he says. "Having fun is really what it's all about."

Subscribe to billboard biz to continue reading this article and thousands more.

Billboard.biz subscribers get:
  • 24/7 coverage of every genre and sector of the business with over 150 exclusive charts
  • Bulletin: Breaking stories, chart info and analysis sent directly to your inbox every weekday
  • Billboard Magazine iPad Edition: An enhanced version of the magazine with video, photo galleries and playable charts
  • Archives: A rich history of Billboard.biz articles and exclusive charts

Join now or Log In