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After Label Split, JORDY’s Getting Horny

JORDY trades lovesick pop for horny bops and finds fans in unexpected places. The LA-based artist gets candid about his new single, BookTok, and finding joy in stepping back.
Jackson Rickun
&
Senior Copywriter
February 16, 2024
April 16, 2024
8
min. read
Table of Contents

“I've been obsessed with Lexapro," LA-based singer-songwriter JORDY confesses with a cheeky grin, sidestepping the expected glitz of pop star polish. That’s because JORDY's beat is relentlessly catchy sugar-spun pop songs, not the blasé honesty that reveals the messy reality beneath your typical boilerplate poptimism.

Cue the shock of JORDY’s new single, "SECOND MINUTE HOUR," a shamelessly horny, queer powerhouse anthem that feels like it flirts with you, buys you a drink, and leaves its number on your phone—all in the span of two minutes and fifty-four seconds.

When I sat down with JORDY to talk about it all, I was a little thrown. You wouldn’t think the single carries the scars of a hard year, but it does. 2023 wasn’t kind to him. The grind wore him thin. But following an unexpected split from his label in August, an event that might have derailed many artists, Jordy found a path forward.

That determination manifests in “SECOND MINUTE HOUR.” It bursts open with a pulsing rhythm and lyrics detailing a ferocious one-night fuck. JORDY's traded lovelorn serenades for bedroom bravado, practically winking through the speakers— it’s unashamed, explicit, and at odds with the sweet tunes that put him on the map. There’s galloping bass lines, throbbing synths, and thumping 808s—the sounds de jour of a club banger turgid with raw energy—this is body music in the literal sense.

Lines like "Got me rolling back my eyes like it's a superpower / You can have me if you wanna stay another second minute hour" leave little room for interpretation. No subtle innuendos here. This is about making every second count, leaving you breathless—and maybe just a little sore.

The following is an interview with JORDY, where he sat down with Grindr to discuss "SECOND MINUTE HOUR.” This interview has been edited for clarity.

“SECOND MINUTE HOUR” has been a pretty big change for you compared to the rest of your discography. How did releasing something so—for lack of a better word—horny come to be?

My music has grown as I have, and I feel like in the past year, all my music has been completely honest and authentic. And, of course, like on these past two records, I have definitely toyed with hookup culture and had definitely written about that stuff, but when I went into the studio, I was kind of like, “I want to make like a sexy bop.” I want this to specifically be this new age, new era, sex positive anthem that feels real to me. And yeah, we were listening to some stuff and we just started producing it out. And that's how the song was born. It came out of a specific place of, “I want to be sexual, and I want it to be like a new vibe for me.”

Your label dropped you in 2023. This could wreck a lot of up-and-coming artists. How did you come to write something so liberating despite that?

It's weird how things are always happening simultaneously. It feels like if you're going through something, there's a bunch of other shit happening to you behind that. When I was getting dropped, I just felt like I knew it was coming, and creatively I was like, fuck, I feel so uninspired. But when the papers were finally signed, I suddenly got this surge of inspo and creativity and like, was just writing so much. When I wrote “SECOND MINUTE HOUR”, it was kind of just about having fun with it and not taking it too seriously. And I love taking music fucking seriously. But to go in and kind of just be like, “I want to make something sexy, something fun” and just say weird shit, it’s so much less pressure. It made the process so much fun. So yeah, less pressure. More fun.

For self-promotion, some artists choose being an enigma over being an open book. The way you engage with fans feels really authentic. It’s less parasocial, more conversational. Why?

You know, I've never been this really mysterious person. I've been just really upfront and I don't really like to hide things. I think that worked to my advantage. I'm always gonna let people in and when there's new things to share, it makes it that much more exciting, you know? All these apps exist to share parts of ourselves. And yeah, I definitely lean into that for sure. I love creating those relationships. I feel that's why we do it.

Off of that, what’s the most unexpected following you’ve received while promoting “SECOND MINUTE HOUR”?

On TikTok, there was a shit ton of comments from the “BookTok” community, which was very random, but there was this viral comment that was like, “Is BookTok here yet or am I just early?” And there's just thousands of comments of girls being “BookTok girl here! Present!” And I guess it’s just like, “Oh, book girls who are into reading smut and horny romance books are also kind of into this.” I've never had the BookTok world before. I'm confused but also excited by that because it's a new market, a new niche. And I think it's just girls who like, are horny who love reading horny books.

I think everyone can attest to how much social media can dictate your good or bad you feel on a daily basis. If something doesn’t do well, it ruins your day. If something does, you’re on a high. But this is part of your job. How do you handle it?

I've been doing therapy twice a week and lately, I've been obsessed with Lexapro, like really vibing with Lexapro. My mood has been so much better. Yeah, the end of last year… I just was unwell, just because I think it was a little aftermath of getting dropped and shit but also, the end of the year is always hard for everyone. But it also reached a point where I was like, I need to take a step back. I think sometimes there's a lot of pressure to stay active because people will forget about you. And for me, I was like, I definitely feel that anxiety, but I need to take a step back, and I really didn't post much at all on social media for a couple of months. But also, what’s been happening with teasing “SECOND MINUTE HOUR” on social media has been really great, it really has been. So, it's really just about balance, I think. It's tough. It's everywhere. It's hard to avoid.

What does taking a step back look like for you?

I love cooking. I love making food and exploring places to eat in LA just because there’s so much good food—having friends who are down to drive for, like, hours to get dim sum somewhere like San Bernadino Valley. Also, I started reading again. I was an English major in college, so I’ve always loved it. Recently, I was like, let’s go to a bookstore and just like, look around. That’s one little thing I get to celebrate. I feel like I’m on my own time.

Watch the video for “SECOND MINUTE HOUR” below.

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