As a title of an album, It’s Easy to Feel Like a Nobody When You’re Living in the City suggests a certain brand of precariousness, of unease and stress, perhaps disillusionment. To an extent, those are sentiments that have permeated the releases from that album, to be released next year by Milwaukee rocker/rapper Juiceboxxx, so far, from “Coinstar Song” and its depiction of “people everywhere just trying to get by” to the listlessness of current single “Running So Deep.”
That persists on “Kids Are Looking,” the latest taste of It’s Easy to Feel Like a Nobody When You’re Living in the City, which Billboard is premiering today (Oct. 24).
“Kids Are Looking” continues Juiceboxxx’s transformation from alternative rapper to punk rocker, and the video released in conjunction with the song captures the raucous energy of a Juiceboxxx live show, albeit in slow motion.
“Music is a way for me to counter my own internal self-hatred and nihilism,” Juiceboxxx tells Billboard. “This song is for kids of all ages trying their best to stay positive despite it all. I still feel like a kid. Hard to say what the future brings. The past few years have been so bleak. It’s not easy to change your life.
“This is an anthem for everyone out there that is barely hanging on. Music is essential. I hope to see you all at a show one day.”
It’s Easy to Feel Like a Nobody is Juiceboxxx’s first full-length album since 2017’s Freaked Out American Loser, his first release via Dangerbird Records (a five-song EP, Never Surrender Forever, followed last year).
The album, also released through Dangerbird and produced by Joel Hamilton (Highly Suspect), features his live band (Willy Dintenfass, guitar; Mike Birnbaum, drums) alongside guest musician Stephen Pope on bass (Jay Reatard, Wavves), and is scheduled for release on Feb. 28, 2020, with preorders available Dec. 6.