Strange Dream – “Pay No Attention”
Alex Edkins, a prominent figure in the Toronto noise-rock scene for many years as the leader of METZ, has now embarked on new musical endeavors. Along with Graham Walsh from Holy Fuck, Edkins is now part of the duo Noble Rot and also creates power-pop music under the moniker Weird Nightmare. Following the success of Weird Nightmare’s self-titled debut in 2023, Edkins is set to release a new album titled Hoopla this spring. With singles like “Forever Elsewhere” and “Might See You There” already showcasing his talent, a new track has been unveiled, “Pay No Mind,” which showcases a different side of his musical capabilities.
Collaborating with Jim Eno from Spoon on the production of Hoopla, Edkins delivers a fresh sound on “Pay No Mind.” The track exudes qualities of classic pop-punk with a jittery twist, reminiscent of prime Spoon’s experimentation. Edkins draws inspiration from a seemingly light-hearted lyric found on an Atlantic City tourism t-shirt, reflecting on the deeper implications of being “so broke, I can’t even pay attention” in contemporary society. Amidst the overwhelming flow of information and emotional turmoil that society faces, Edkins believes people tend to become increasingly myopic, focusing solely on their own lives and shutting out the world around them.
The accompanying music video for “Pay No Mind,” directed by Ryan Faist, adds another dimension to the track. Paying homage to iconic music videos like Elvis Costello And The Attractions’ “Pump it Up” and capturing the essence of early cable access TV performances by bands like the Buzzcocks, the visual treatment for “Pay No Mind” enhances the overall experience of the song. Edkins and Faist’s collaboration on the video was a joyous experience, creating a visual narrative that complements the lyrical themes of the track.
With Hoopla slated for release on May 1st through Sup Pop (or Dine Alone in Canada), Edkins’ musical evolution continues to evolve. As a purveyor of power-pop gems like “Pay No Mind,” Edkins’ work deserves recognition and appreciation from a wider audience. Despite the potential risk of remaining in obscurity, gems like “Pay No Mind” deserve to shine in the musical landscape. So, let’s embrace Edkins’ musical journey, starting with the infectious energy of “Pay No Mind,” and ensure that his talent receives the recognition it truly deserves.