If you thought “All Yr Songs” was gimmick and that Diamond Rings was having us on from the start, then you’re probably John O’s target market with “I’m Just Me”, the first single from his forthcoming sophomore solo record (no album title revealed yet). ” ‘I’m Just Me’ represents the beginning of a new journey into the world of Diamond Rings,” say’s O in the press release that accompanied the launch of the single and video yesterday, and it takes all of five seconds into the slick, sexy, synthed up track to realize that Diamond Rings has ratcheted up the glam to wham-bam levels. he record has been co-produced by Damian Taylor, whose previous credits include Bjork, The Killers, Prodigy, UNKLE, Robyn, and Austra. The accompanying video for “I’m Just Me” was directed by Jared Raab, and draw from a less vibrant palette than the technicolour splash of Special Affectations. According to O, it’s a “…visual aesthetic predicated on the interaction of light and form.” Evolutionary, indeed. The song takes a giant platformed-boot step forward for Diamond Rings as it reaches back to classic new wave disco pop. It’s a bold, extroverted extension of the persona created by the artist formerly known as John O’Regan.
Personally, I love it, but that’s just me.