“Jimi” is an infectious, bold, and upbeat banger from his forthcoming 3rd album. With platinum-selling plaques, more than a billion streams, and multiple other successes and accolades in the rearview mirror, including having served as direct support on Justin Timberlake’s 2018/2019 Man of the Woods tour, the 26-year-old Toronto-based Canadian singer/songwriter/multi-instrumentalist has his eyes firmly set on what’s to come.
At 16, Yates signed a major label record deal and was propelled into a worldwide spotlight. From releasing his self-titled debut EP in 2015, singing and playing guitar on Robin Schulz’s global smash hit “Sugar”, and winning the endorsement of heavyweights including Timberlake and Pharrell Williams, Yates’ musical journey has more than prepared him for this moment.
Buoyed by the influence of pop music royalty past and present, “Jimi” showcases the evolution of Yates as he delivers one of his most confident and alluring vocal performances to date. Singing of the trappings of fame and someone who steered him wrong, the song’s subject matter is a bit darker than what listeners might be accustomed to with his previous hits, but Yates is confident that, like himself, his fans have also evolved.
“The song came about as a happy accident,” Yates says. “I was in my home studio looking at a poster of Prince, and the line ‘Jimi Hendrix / I love you like I love my guitar’ popped in my head. And the rest of the song just fell into place after that.”
“Jimi” showcases Yates’ masterful re-invention, highlighting his world-class musicianship and airtight pop songcraft. The track transports the listener with his modern take on up-tempo 90s R&B Pop with Funk-filled bass lines and a prominent guitar solo that Hendrix would surely approve of.
