Premiere: Jonathan Something is ‘rock hard’ for hard rock in grainy VHS infomercial
The funk rocker gets seriously goofy in a VHS tutorial called “How to Play Guitar.”
Informercials are as American as baked apple pie, frosty root beer floats and McDonald’s satisfyingly greasy dollar menu. Since the early 1980s, consumers have been targeted with bite-sized, short-form commercials hocking hair accessories, revolutionary “beverage cooling systems,” shake weight and various other Shark Tank rejects. We buy into the hoopla; corporations grow richer; and life goes on. Funkadelic guitar-slinger Jonathan Something, whose 2018 Outlandish Poetica was named one of our favorite records of the year, gets it. With his recent release of cassettes, the avant-garde songwriter leans into his salesman-approved charm, a bit smarmy for added effect, for a VHS informercial of his very own.
“Oh, you caught me playing my electric guitar,” he smirks in the clip, premiering via B-Sides & Badlands today. “Have you heard the new Jonathan Something album? Huh, what a guy! Before I heard the new Jonathan Something album, I couldn’t rock at all,” he says, fiddling with the mono connector. “But now I’m rock hard…”
The “How to Play Guitar” lesson quickly spirals out into Something goofily plucking the guitar’s electrical strings, pulling his face into disgruntled poses, before collecting himself in mocking seriousness. “People’ve been asking me, ‘Hey Jon, how do you rock so hard as you do on the song?’ Don’t worry, I’m here to tell you.” The shiny opening chords of “Happy Day,” one of the album’s most vital cuts, wash over the listener, and all Something has to do is smile at the camera, and you’re caught in a daze. Pull out those credit cards, folks!
“Buy the complete VHS collection. Out today!” he beams. (You can also learn tabs, lyrics and attitude, apparently.)
Something’s Outlandish Poetica cassettes are up now for purchase.
Something is slated to perform Mercury Lounge tonight (March 11) alongside Another Sky.
Find a complete list of upcoming tour dates, in support of Peter, Bjorn & John, below:
Photo Credit: Gabby Jones
Follow Something on his socials: Twitter | Facebook | Instagram
