Indie rocker Sam Himself, the self-declared Fondue Western™ impresario once dubbed the ‘King of Tears’ by Swiss national radio, makes the case for a new nickname with Mr. Rocknroll, the third single leading up to his sophomore LP Never Let Me Go (due January 27 via Sony Music / Taxi Gauche Records). The two-time Swiss Music Awards nominee’s latest release is a caustic sendup of rock’n’roll cliché: “it’s only rock’n’roll and so on,” Sam grumbles repeatedly over brooding guitars and hypnotic synth hooks in this pressure cooker of a song – until it finally explodes.

To record Mr. Rocknroll, Sam reunited with his longtime producer / ‘Second Beatle’, Daniel Schlett (Iggy Pop; The War on Drugs) and mastering engineer Greg Calbi (David Bowie; Bruce Springsteen), joined by JD Werner (Ghostface Killah; Lee “Scratch” Perry) on bass and drummer Chris Egan (Solange; Blood Orange).

True to the song’s theme, Sam teamed up with renowned Swiss design brand YVY – whose fans include Billie Eilish and Madonna, according to the New York Times – for a line of signature leather pants, as seen on the Mr. Rocknroll single cover. Sam Himself’s very own ‘Buckle Trousers’, designed by Yvonne Reichmuth and handcrafted at YVY’s Zurich atelier, are available for pre-order now.

The music video picks up on the beautifully weird aesthetic that has come to define Sam’s visual language while also charting new territory for the artist. Director Raya al Souliman and photographer Horatiu Sovaiala of Romanian-Swiss Carnation Studio created the clip for Mr. Rocknroll based on a script Sam helped develop together with YVY founder Yvonne Reichmuth. Mirroring the monologic voice of an imagined audience in the song’s lyrics, the video shows a leather-clad Sam prancing and parading through an empty Zurich café, his own reflection his only witness.

–Big Hassle