New Boyz: L.A. teen-hop summer domination
Nothing says summer quite like the fizzy, fleeting effervescence of pop singles -- the type of songs specifically constructed to be the soundtrack of sweltering months between May and September. They’re the fuel of the Top 40 charts and when done right, become something of a wide-reaching pop culture phenomenon (see Katy Perry’s ubiquitous and much-debated “I Kissed a Girl” from last year).
Summer songs are all about youth and serendipitously capturing that ever-elusive feeling of carefree times unbridled by the stress of responsibility. They're also generally rather ridiculous. So while Lady Gaga (“Poker Face”) and Kid Cudi (“Day ‘N’ Nite”) see if they can extend their current domination through the coming summer, it’s real L.A. teenagers New Boyz who are making like Kentucky Derby winner Mine That Bird and slicing through the competition with their very first single, “You’re a Jerk.”
Combining the Neptune’s minimalist era (think productions for the Clipse’s “Grindin’” and N.O.R.E.’s “Nothin’”) with mega-trendy hipster-hop fashion sense and oodles of youthful bravado, “You’re a Jerk” is in the pole position for the sleeper Summer Song of 2009.
The kids are already all over it. Like Soulja Boy’s “Crank That,” the New Boyz song comes complete with a dance. YouTube was littered with high schoolers doing their version of “the Jerk,” many of which have already been pulled down because of copyright infringement (usually a sign that bigger things are coming).
According to their MySpace page, the New Boyz will be filming the official video for “You’re a Jerk” (taken from the hilariously titled "Skinny Jeans and a Mic" EP) in L.A. this Sunday, but no details are given. Honing their stage show at local high schools, they have a slew of much higher profile shows coming up in the near future, including slots on both the KDAY and Power 106 summer concert extravaganzas.
Will New Boyz replace Soulja Boy as the new king of teen-hop, or are they just the rap version of Brokencyde? We’re listening….
--Scott T. Sterling