New Video: GUM Shares Cinematic “Celluloid”

Over the course of his career, JOVM mainstay and acclaimed Aussie singer/songwriter, multi-instrumentalist and producer Jay Watson has developed a reputation as one of his homeland’s most prolific and exploratory artists, and as arguably one of the country’s busiest musicians: He currently splits his time between JOVM mainstay acts, Tame Impala, POND and his own project GUM.

Watson recently signed to King Gizz‘s p(doom) records, who will be releasing his self-produced seventh album Blue Gum Way. The album’s title reference Australia’s blue gum eucalyptus trees, while subtly nodding to melancholy, place and atmosphere.

Slated for a March 6, 2022 release, Blue Gum Way follows 2023’s GUM effort Saturnia and his 2024 collaboration with King Gizz’s and The Murlocs‘ Ambrose Kenny-Smith, Ill Times.

The JOVM mainstay’s seventh album reportedly marks a deliberate shift in approach. While his previous releases embraced restless experimentation and stylistic left turns, Blue Gum Way finds Watson focusing on a singular mood and sonic identity, allowing atmosphere, emotion and restraint to take center stage.

The nine-song album inhabits a widescreen, jazz-influenced psychedelic soundscape, drawing from Talk Talk, John Martyn and Radiohead. Elegant, patient and quietly melancholy, the album showcases an artist comfortable with vulnerability and clarity of expression, unburdened by the desire to prove anything. Interestingly, the album emerged in complete contrast to his concurrent work with POND and his collaboration with Kenny-Smith, and sees him favoring harmonic density and unhurried ambience over immediacy or roots-driven simplicity.

Written largely in insolation, the album allowed Watson to lean into deeply personal thoughts and emotions. Lyrics, which were one secondary in his creative process, now play a much more central role, exploring anxiety, adaptation and life’s pivotal moments with an impressionistic touch.

Blue Gum Way will feature the previously released “Expanding Blue” and the album’s second and latest single “Celluloid.” Beginning with a lush and dreamy string arrangement and quivering feedback, “Celluloid” quickly turns into a broodingly cinematic tune that captures the creeping unease and dread of our seemingly unending techno-fascist hellscape, fueled by doom scrolling and rage-bait.

“Everything feels worse in the middle of the night, it’s where peak worry and catastrophizing happens,” Watson says. “Exacerbated by a slow death from blue screen light and brain rot. 

Directed by Kristofski, the accompanying cinematically shot video for “Celluloid,” was filmed in a lush park just outside what appears to be Melbourne. The camera slowly zooms in on a figure on a hill in the horizon playing guitar.

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