grandson is back with the announcement of his third studio album INERTIA, which will be released on September 5th via his own XX Records in partnership with Create Music. The lead single for the record, “BRAINROT,” was released alongside INERTIA’s announcement and serves as the Los Angeles-based artist’s first new release in two years since the Venom film theme song.
Most known for his bone-chilling ability to criticize social and political issues throughout his discography, grandson has returned yet again with a sharp social commentary on social media. “BRAINROT” calls attention to the overconsumption of online platforms and their ability to silence dissent and resistance among users in real life. His sharp, cutthroat delivery on lyrics like “Watch, ’cause you’re looking at the mess you’re in / This phone is a mirror, and I am just a reflection” highlights the disappointment, rage, and confusion that comes along with acknowledging these issues.
When speaking on the song and its inspiration, grandson expresses,
“‘BRAINROT’ is about the distraction of the internet, the way our attention span is weaponized and attacked by technology companies to prevent any real momentum building on the pressing issues of our generation.”
The music video for “BRAINROT,” which stars alternative-pop artist Sophie Powers, is a visual depiction of how social media and online influencers distract the general public from the world around them. It begins with a child glued to his phone scrolling through brightly colored videos of Powers. The video showcases the true nature of these distractions and how the internet influences people’s behaviors and thoughts, featuring clips of war and violence mixed with performance shots of grandson and Powers’ online persona.
INERTIA sees a new level of artistic exploration and execution from grandson that differs from previous projects. The album was produced with the legendary Mike Crossey and allowed grandson to push himself in ways he never has before. Specifically with “BRAINROT,” he shared,
“It’s the first grandson song ever recorded exclusively with live instruments; drums, guitars, vocals and marks the next chapter of my career as a recording artist, in pursuit of an authentic feeling, an analog sense of anger and energy that only rock and roll at its core, primal form can touch.”
The album strives to serve as a rallying cry for social justice, overflowing with ruthless guitar riffs, rage-filled raps, and a desire for change. It’s a progressive body of work that channels the outrage for the current political climate that grandson has never been shy to condemn and “BRAINROT” is only the beginning. Pre-order/pre-save INERTIA here.
