ADHD represents the vicious-affective cycle experienced by artist, jaye in his bygone days as a hustling DJ. The four symptoms that make the acronymed A-D-H-D cycle are: Attention, Depression, Hit, and Dip. These were the formulaic-four that spun the cycle led headfirst by intoxication and party highs. All jaye could yearn for at the end was escape from its cyclical gravity. The genre-fluid single was recently released on 31 July - but that was just the shallows. Today, jaye drafts audiences into a rip-tide of immersive experiences with a powerful interactive Music Video.
Inspired by Queen’s “Bohemian Rhapsody,” jaye starts off at the deep end experimenting with the deconstruction of song and video structure to come up with the time-space defying Music Video (MV). The free-form MV is fitted much like Black Mirror’s Bandersnatch which gives users an illusion of control. Audiences get to choose their own adventure from four options (Attention - Depression - Hit - Dip) whilst vicariously living through experiences adapted from jaye’s own memories. The first chapter ends in two options (Ascend and Descend) and from there the viewer controls the narrative, or at least that’s what they think.
