Grandson drops hard-hitting 'Identity' music video, calls it personification of the demons he's struggled with
Grandson released a brand-new single, 'Identity', along with a music video on June 26. In the high-octane track, Grandson tackles his own demons as he searches for clarity on his identity over a hard-hitting dubstep beat. The official black-and-white music video sees the rock musician sitting in a classroom among a group of mannequins while a teacher writes statements such as, "I’m the system at large" and "Today is the day" on a chalkboard.
According to NME, Grandson shared the inspiration behind the new track, saying, "'Identity’ is the first step down a dark rabbit hole from the mind of Grandson, where a boy born into a world of conformity and obedience must confront and destroy his own demons in order to destroy the system he lives in from within." He added, "This is the first chapter in the story of how I became Grandson. The personification of the demons I’ve struggled with in my own head as I found my voice, and the very real fear every idealist has that all their effort will be for nothing."
Grandson, whose real name is Jordan Edward Benjamin, is a Canadian-American singer-songwriter and musician who is signed to Fueled by Ramen and RCA Records. His major-label debut EP, 'A Modern Tragedy Vol. 1', arrived in 2018 and he released its follow-up, 'A Modern Tragedy Vol. 2', in February 2019. The 'Vol. 1' EP featured the well-received single, 'Blood // Water', which appeared on several Billboard charts in both the US and Canada. Grandson is an artist who is socio-politically aware and whose music takes aim at modern-day issues less recognized by the media and public. His 2018 song, 'Thoughts & Prayers', criticized American gun laws in the wake of the shooting at Marjory Stoneman Douglas High School in Parkland, Florida.
Grandson discussed with NME last year about the challenges of assessing your feelings when you’re going through difficult times. He explained, "By admitting that there is something broken, there is hope that you’re going to fix it. Just by showing up and being willing to confront these things that make me mad, I’m sending a message that it’s not so far gone that we can’t even talk about it." He said, "I hope people feel excited to take on the challenges that they face, rather than a sense of hopelessness."
Grandson also shared the importance of increasing young voters. "If young people don’t feel like they have a voice, if they stay home on election day, that’s how the virus spreads," he said. He added, "There are some people who say your vote doesn’t matter and they’re full of s**t. Your voice is incredibly important and we need it more than ever but I’m not going to sell you a doomsday scenario to get you to think that it matters. It matters because it matters.”