New Video: I M U R Releases a Sultry Pop Banger Rooted in Self-Doubt

Formed back in 2015, rising Vancouver-based indie electro pop act I M U R (pronounced I am You Are) — founding members singer/songwriter Jenny Lea and guitarist and producer Mikey J. Blige and producer/multi-instrumentalist Amine Bouzaher — have firmly established a unique sound that’s a cinematic yet sultry and catchy blend of alt R&B, avant-pop and contemporary electro pop paired with lyrics that tackle personal and often uncomfortable subjects like addiction, recovery, female sexuality, self-reflection, vulnerability and strength, partially inspired by Lea’s early, near-death experience and the strength and resiliency she gained from her recovery.

Since their formation, the act has released a growing batch of critically applauded material:

  • 2015’s debut EP Slow Dive, which featured “Trippin’ On Feet”
  • 2017’s full-length debut Little Death, which featured standout tracks “FFL” “Little Death” and “Breathless.” “Breathless” was featured in SyFy’s Wynonna Earp Season 2 and Freeform’s Good Trouble Season 1.
  • 2018 saw the release of the Thirty33 EP, which featured “Miss You Hate You,” “Should Be” and “Afterglow.” All three of those tracks featured in a number of TV shows including Netflix’s Snowpiercer, Pretty Little Things, Wu Assassins and Workin’ Moms.

Adding to a rising profile, the act has amassed millions of streams globally, which has lead to the band landing on the Spotify Viral 50 Charts. They’ve won an Electronic Music Artist of the Year Award at the 2019 Western Canadian Music Awards — all while receiving critical applause across the blogosphere, including this site. Around the same time, the Canadian electro pop act managed to maintain a busy touring schedule: The act toured in India in 2018. The following year, they made the rounds of the North American festival circuit with stops at Shambala, Bass Coast, Capitol Hill Block Party and Winnipeg Jazz Fest, while playing shows in Seattle, Portland, San Francisco, Los Angeles and San Diego.

2019 saw the release of two more singles “Fever” and “Lips, Tongue and Teeth,” which I managed to write about on this site. Much like countless acts across the worlds, the pandemic put their touring plans on an indefinite pause; but the act used the newfound free time to write and record their highly anticipated album My Molecules.

Slated for a June 25, 2021 release, My Molecules will reportedly be a deeply personal journey into Lea’s life, centered around a thread of undeniable realness for anyone who’s experienced love, loss, lust and everything else in between. My Molecules‘ second and latest single “Sad Girls Club” further cements the band’s penchant for genre-defying yet infectious pop: sonically the song meshes skittering trap beats, Quiet Storm-like R&B and contemporary electro pop in a sleek fashion. Thematically, underneath its club friendliness, the song is one part unvarnished confessional and one part messy cry at your own party because everything is fucked up.

“Sad Girls Club” was inspired by the first month of quarantine, when all of Lea’s daily distractions ground to a halt, and a lot of her personal demons reappeared. Self-doubt, depression and addiction patterns in her life bubbled up when she felt purposeless and adrift. Writer’s block became a harsh reality. “Sad Girls Club was my break-through from the block, but also by expressing my fears in a tangible way, it helped to pull me out of the mud,” Jenny Lea says in press notes. She goes on to explain that “Sad Girls Club is about the trickery our subconscious mind plays on us when we’re feeling low. It’s about Self-deprecation, unworthiness, and being burdensome.” I M U R’s Amine Bouzaher adds “Ironically, a lot of negative thoughts combined to create an epic, dark banger, and we were able to pour all of those feelings into the production of the track. It’s always amazing to see what incredible art and positivity can come from channeling negative thoughts and feelings.” The Canadian act’s Mikey J. Blige encapsulates the overall vibe of the song, by saying “It’s ok at any age to feel like an emo kid that loves pop music AND trap music.” 

Directed and edited by Sterling Larose, the glitchy visual features Lea laying an iron on herself and at other points wearing roughly 80 pound boat chains to symbolize the emotional weight and heaviness of doubt, depression and addition can have on a person. The tattoo that she gets the video is a real tattoo and the footage of her in the shower was part of an hour-long shower she took after. “I think it was the heaviness that sometimes comes along with being real and being honest,” Lea says. “Just because you’re being honest doesn’t mean that it’s gonna be a happy ending Disney princess movie.”