I often wonder how youth culture thinks up slang for something they like. For example, I wonder how the phrase "out of sight" came along. If something is out of your sight, how do you know it's good?
I also wonder where this New York musician in business-casual dress and Ray Bans came from.
Outasight's debut single, "Tonight Is the Night," was featured in a Pepsi ad last month, along with appearing on Fox's The X Factor. The ad included clips from earlier Pepsi spokespeople like Michael Jackson and Britney Spears. It sounds like a bid to associate their fame with an untested new artist from the show... and Outasight's track. Isn't synergy great?
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"Tonight Is the Night" has the '80s throwback sound that indie pop started channeling two years ago, even adding the folky "whoa, whoa, oh" after the refrain. Outasight's inflection sounds a little bored and desperate to sound urban. You will probably hear that nasal refrain "Toonanyg is the nayng" for a while.
The lyrics may spell out why the track sounds stilted. The line "Im'ma have as much fun as I can/and figure out the rest when I etch out a plan" says he didn't really think about it. Outasight strikes me as a young, smug artist that isn't used to challenging himself to make good music just yet.
To borrow another bit of youth slang, this guy isn't "legit." I don't get that usage either; if this generation values authenticity so much that legitimate means good, how come campy and fantastical musicians are still successful?
All I know is I want to keep Outasight out of mind.