New music video from Greg Hoy

A prolific figure in the California indie music scene, Greg Hoy is the kind of artist who shines with versatility and volume, both in sound and in creative output. With a discography that includes over 30 albums and singles under a rotating cast of monikers including The Royal Panics, Greg Hoy + The Boys, Hoy and Twice As Bright, he’s been on an exciting musical adventure unlike any other.

His sonic identity shifts from gritty garage rock to shimmering power pop, lo-fi acoustics to high-octane rock ’n’ roll, all the while anchored by his sharp songwriting and trademark vocal grit. Renowned for what critics have dubbed “impressive, accomplished indie pop that touches on a wide spectrum of sounds,” Greg’s music balances style and substance in equal measure.

There’s always a pulse behind it, a question being asked, an observation being made and often a sly wink behind the noise. His latest release, “What, My People?,” distils everything he does best, all packed into a potent dose of punchy, self-recorded rebellion. Inspired in part by Jack White’s No Name record, the new single leans hard into garage rock territory.

From its thumping rhythm section to the raspy, commanding vocal delivery, it’s a no-nonsense rock anthem that pulls no punches. Beneath the fuzzy guitars, intricate flickering licks and relentless drums lies a scathing critique of our collective digital inertia, a modern-day reckoning with how technology feeds us questionable information in bite-sized, addictive doses and Greg confronts this head-on, weaponising his sound to ask one very pointed question: “What are we doing?”

As someone who once existed in the very tech world he critiques, Greg brings both insight and irony to the table. This context runs deep throughout his work, but never more so than here; “What, My People?” plays like a rock sermon for a disoriented digital age, fusing vintage swagger with modern day relevance in a way that few manage so deftly.

Of course, with Greg Hoy, the music is only half the story and the accompanying music video, which he wrote, shot, directed and edited himself, fully channels his all-in DIY ethos. It’s bright, chaotic and wildly entertaining, a visual thrill ride through an abstract, lo-fi, sci-fi dreamscape. Props and practical effects nod to classic B-movie kitsch, while subtle metaphors are scattered throughout like easter eggs for the sharp-eyed viewer, resulting in an engaging visual pairing for his superb new single.

Watch the music video for What, My People? below

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