HOJEAN WATCH THE MONOCHROMATIC OFFICIAL MUSIC VIDEO FOR “CRUEL”
Atlanta-based artist Hojean has had a busy few months, playing sold out shows across Asia and North America in support of his recently released new EP, ' Cherie'. Having gained wide acclaim on the EP and racked up well over 100 million streams as an independent artist, Hojean is set to release two videos from the EP. The first of which is out today and was produced and directed by Bobby Lee Palmer for the track, 'Cruel'.
Speaking on the inspiration behind ‘Cruel’, Hojean states: “Cruel is about no matter how many new faces you meet there's always going to be that one you can't seem to forget. whether it was left off in good blood or bad, overblown fake confidence to seem like you're doing better than them, bad distractions to forget about that one someone, sometimes all you want in the end is closure.”
In the music video, Hojean tells the story of ‘Cruel’ in grayscale. As a song about love and loss, the video perfectly articulates this sense of longing ardently heard on the track. Hojean’s delivery is both heartleft and emotive, and serves as a gorgeous accompaniment to his ghostly vocals.
Sonically, the smooth soulful R&B quality ‘Cruel’ is drenched in feels distinctly nostalgic, yet is brought back into the 21st century through the distorted, glitching vocals scattered throughout the track. In listening to the single, it will come as no surprise that Hojean is an artist committed to shaping his sound into something that covers multiple styles and techniques. This allows him to curate the unique identity we hear in his music today. ‘Cruel’ and the rest of the approaching EP are produced, written, recorded, mixed and mastered entirely by Hojean, which further demonstrates the multifaceted nature to his artistry.
Listen to ‘Cherie’ the EP here
More on Hojean...
Hojean is a self-taught musician, artist and producer from New York, currently based in the outskirts of Atlanta. Over the past few years, Hojean's steady release of singles and debut EP, Swing, showcases his unique blend of indie pop and alternative r&b. The last year has led to significant growth, having amassed over 110 million total streams across platforms. Hojean's independent spirit extends beyond his music, as exemplified by his dedication to building a true community amongst his passionate fanbase. Hojean’s debut EP, Swing, released at the end of 2022 - came directly off his debut festival performance at Head in the Clouds and headline tour which was entirely sold out. As a first-gen Asian/American, Hojean's music and artistry serves as a platform to inspire other creatives and to prove that Asian artists in America can be domestic stars with a global reach.