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Kindness – This Is Not About Us

I was very surprised when iTunes informed me that in the last three days I had listened to Kindness, also known as Adam Bainbridge’s new track, This is No About Us 72 times. So I guess I’m trying to say, I like Kindness’s new sound.


Mixing electronica, synth-pop and disco all into one, with a kick-ass dance video to boot, the new track from Kindness is killer.

After World, You Need a Change of Mind comes his forthcoming album, Otherness and if I listened to one track from the album 72 times before it’s sibling tracks, I can’t imagine the figure that this will follow once I buy the album which was recently released earlier in October. Otherness features the likes of Kelea, Ade, Robyn, Blood Orange‘s Devonté Hynes and others.

For those who aren’t well acquainted with Kindness, his sound is smooth, slow, includes the saxophone and sounds even better on vinyl than you could imagine. He is a British solo standing singer-songwriter who dabbles in electronic, synth- pop, disco, lo-fi, indie-electronica and down-temp genre, creating his own melting pot of sound. On his first album his sound was modern disco-pop, something relatively new to the 2012 music field at the time and has steadily evolved since.

Last year, Kindness contributed to the instrumentation and production of his good friend, Dev Hynes’s (Blood Orange’s) album, Cupid Delux. It’s obvious that these guys lend each other musical inspiration and channel the same old school meets new school vibe.

As expected, the video for This is Not About Us is no doubt, any less than brilliant and a video-director himself, the film clip has to be one of his best yet. Red, black and white LCD screens never looked so good as they backdrop Kindness and his fellow dancer, Karla Garcia channeling an 80’s or 90’s style dance clip. As soon as the sound of footsteps starts at the beginning of the track, you know it wont end before you are gliding from side to side or foot tapping the pavement.

This song is nostalgic and has undertones of R&B vibes circa 2002. In his statement for the video he discussed that ‘”Some of my favorite videos are simple choreographies – for the This is Not About Us video I wanted to try working with a choreographer and push myself to work on dance in a way that was less free-form and messy…It’s an ego-less thing to give yourself over to making someone else dance as well as possible, especially when they’re not nearly on your level.” Adam still manages to look suave and in every way, in his own relaxed yet musically sophisticated element.

If you are anything like me, over-obsessive about things you like, go ahead and celebrate Kindness’s new track in celebratory dance and pressing of the repeat button.



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November 5, 2014

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