Social Media Stopped Being Social And Became An Obsessive Algorithm. KEEP THIS UP Take Aim With New Single 'Social Suicide'
- 6 minutes ago
- 2 min read
I think if there's one thing we can all agree on, it's that social media isn't, well, very social. What used to be a great way to keep in touch with old friends is now algorithmic doomscrolling. It leaves independent music in a particularly depressing spot, with bands left with a choice to either throw money at paid advertising or to entertain the algorithm to even be in with a chance of being seen by real people. With their new release 'Social Suicide', Spalding metalcore outfit KEEP THIS UP have approached this the way they know how to - with a relentless barrage of heavy riffs and angry breakdowns.
A nice touch at the start of the song is the sound of spammed text notifications. Vocalist Jared's repeated call outs of "Fuck it" sound staged but at the same time pained by a real world frustration. What follows over the next three minutes is an energy that fans of previous releases will happily return to - catchy riffage, hard hitting drums, and vocals that jump between coarse and clean like a switch.
The lyrics are filled with vitriol towards what these platforms are (or rather, aren't) doing to their users, talking about "social decay" and "digital poison". That chase for instant gratification. This is dug at more in the video for the song, with the band members often appearing on various fake social media platforms performing the song (though let's face it, Instant-Fame is probably a much better name). There's a cruel, bitter irony to be had here, given I (and the band) rely on these platforms to get reach and engagement on our work. Any alternatives, hit me up, I'm all ears.
And yes, the breakdown riff does come back slower at the end, finding time to fit a proper stank face in, and ending the song with some slow, heavy punches.
The message is clear: Reject modernity, embrace tradition. Embrace going to a small sweaty club venue and discovering real music by real people.
'Social Suicide' is out NOW on all streaming platforms
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