SKY FERREIRA'S NEW VIDEO (FOR HER NEW ALBUM'S TITLE TRACK) IS CREEPY, COY, AND NOT WHAT ANYONE ASKED FOR—WHICH IS WHY SHE DID IT
Every so often, a star emerges with the wherewithal to question her own stardom in a way that doesn’t further her own career, which, if you think about it, is the only way that makes any sense. It’s still a rarity. Accidentally, Sky Ferreira is an industry phenomenon. She has lived through all the ups and downs most musicians face in their careers after only 21 years, and she’s still set on emerging above ground. She’s too smart for fame, and she’s destined for it. One could argue that if she didn’t want to be so misunderstood, she should have thought of that before getting mega on MySpace and a modeling career before getting noticed for her music. But she knew we would say that. “I Blame Myself,” she answers, in a sassy song off her first studio album, released in October of this year.
After being told “no” by record labels looking for the kind of infectious hit only a green teen or Vocaloid could achieve as a mouth piece to the next mapped-out chart topper, she’s being told “yes” by the people who, to her, matter. After collaborating with the likes of Dev Hynes, Greg Kurstin and Shirley Manson on her last EP, Ghost (promoted by videos by Terry Richardson and Grant Singer), she earned the cred to make an LP all her own. A few rave reviews, a headlining tour with the Smith Westerns and an appearance on Late Night with David Letterman later, she’s ready to sing out to the sold out stadiums she’ll see on tour with Miley Cyrus and Icona Pop, starting in early 2014.
Night Time, My Time is not only a record about being “Lost In My Bedroom,” it is the bedroom, littered with old records and magazines, phone numbers from forgotten boys, dirty clothes and crushed makeup. It’s got love letters from a shoe-gazing Jesus & Mary Chain fan, voicemails with Psychic TV playing in the background, tamed by the haze of sleepless mornings. It’s a Suicide record on repeat with a VHS of Deperately Seeking Susan on mute. It’s putting on a leather jacket covered in scary punk patches while listening to Cat Power with headphones. There’s that revelry in misery familiar to fans of the 1990s Glaswegian grunge-pop movement (fans like Kurt Cobain), but there’s a distinct lone-femininity to it, too. More than any other singer, Sky Ferreira sounds like the 90s poster child for the happily lost, Hope Sandoval of Mazzy Star.
For the second single and title track, "Night Time, My Time," Grant Singer takes Ferreira to “Criminal” territory. The little girl lost embraces the title she’s been deemed by dressing up in provocatively infantile accessories and a selection of store-bought wigs. She’s cleverly delivering the junkie role back in her detractors’ faces in messy makeup, solidly belting out one of the more vocally complex tracks from NT,MT in front of a parked car’s headlights, then slinking into its backseat. Who’s driving? Doesn’t matter. No one is completely in control of her own destiny in the music/fashion/film industry, she’s learned, but some of us can excel as the underdog in all three areas, coming out, in the end, on top of the world. That’s because, of course, as one of Ferreira’s icons, Fiona Apple once concluded: “This world is bullshit.”