James Frida, the extroverted alter ego of Belgian artist Jeroen Bossee, steps into the spotlight once again with his latest single, “Kids”—a track that pulls off a rare balancing act: infectious energy with a razor-sharp edge. Known for his duality as both a technically precise rapper and a smooth melodic singer, James continues to blur genre lines and emotional registers, this time dancing over a beat while tossing subtle grenades at society’s false promises.
“Kids” feels like a party on the surface—its rhythm pulses with an upbeat, danceable momentum that could easily soundtrack a night out. But beneath that glossy exterior lies a steady stream of disillusionment. James uses this contrast to full effect, crafting lyrics that feel jaded but never hopeless, cynical but not bitter. It’s a critique of a future that feels increasingly unstable, delivered not through lectures or laments, but through the voice of someone who’s grown up just enough to start noticing the cracks.
James Frida’s strength has always been his ability to shift seamlessly between vulnerability and bravado, and “Kids” is no exception. One moment he’s dropping tightly wound rhyme schemes that challenge the listener to keep up, the next he’s gliding into a melodic hook that softens the blow just enough to make it all digestible. There’s a sense of awareness running through the entire track—a recognition that the world isn’t what it promised to be, but also that sometimes, the only thing to do is dance through the chaos.
With “Kids,” James continues to prove that genre conventions are mere suggestions in his world. Living in Brussels, with its constant swirl of cultures and ideas, he draws from a wide palette, allowing each song to become its own living thing. He doesn’t offer easy answers or reductive messages—just sharp observations, clever wordplay, and enough bounce to keep your head nodding while your brain tries to keep up. It’s music for thinkers who like to move, or dancers who like to reflect. Either way, James Frida has something for you.
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