The video for “Tick Tock,” the sultry new single from R&B singer and songwriter James Worthy, opens with a stunning aerial shot of a village in the California hills. We’re shown the red-tiled roofs of handsome houses, water cascading into backyard swimming pools, and, as the camera gets a little closer to the ground, the beautiful women who populate the neighborhood. It all seems idyllic. Yet only thirty seconds into the video, one girl surreptitiously slips a powder into the expensive wine glass of her date. Something treacherous is afoot. There’s turbulence beneath all the beauty, and placid and lovely as things might seem, danger is always present.
That could be a visual metaphor for James Worthy’s music. The texture is silky — the artfully muffled beats, softly luminous synthesizer, echoed percussion, and gently melodic bass guitar all conjure an atmosphere of romantic indulgence and late-night seduction. Then there’s the singer himself, who has one of the sweetest pipes to grace contemporary R&B in quite a while. Yet wade a little further into Worthy’s sound, and the deadly undercurrents become apparent. This is deep, unplumbable music, music that tugs and whispers and intoxicates, and once it’s got you, it doesn’t let go.
All of those qualities lurked in the grooves of “In The Dark,” James Worthy’s dream-shadowed April 2021 single. That track — which has now been streamed more than two million times — was so gorgeous and so immersive that the pain and psychic destabilization at the heart of the song was easy to miss. On “Tick Tock,” he’s taking no chances. He’s joined forces with one of the straightest talkers in hip-hop: the reliably incisive Big Gipp of the legendary Atlanta rap crew Goodie Mob. On Goodie Mob’s classic records, Big Gipp was always the rhymer who cut to the chase and delivered the brutal truths in unsparing, epigrammatic couplets. He’s brought that same energy and talents to “Tick Tock,” and his verse is a tough, muscular counterpoint to James Worthy’s winsome singing.
Gipp and Worthy are both powerful, magnetic presences in the endlessly watchable narrative clip for “Tick Tock,” which, despite its pretty veneer, pulses with trouble and drama. Despite all the beauty, this is the story of a robbery and an erotic liaison that isn’t what it seems. In the end, even the thieves are betrayed by their emotions and ambitions. The “Tick Tock” clip is also a stark reminder that sunny days aren’t any safeguard against deception — and prettiness is, all too often, a cover for nefarious activities.
You were born in Queens, New York then moved to Atlanta, Georgia, how did growing up in these two starkly different neighborhoods impact your style as an artist?
Yes. It gave me different perspectives musically within Production, Writing, & even my recording style. Both coasts inspired me in many ways to become more diverse in musical taste as well. Culture probably was the biggest one of them all.
Who are some of your musical influences?
So many, but A Tribe Called Quest, Whodini, Nile Rodgers, Kanye West, The Weeknd, Q-TIP, Frank Oceans, Miguel, and many others.
How did this collaboration between you and Big Gipp happen? What was it like working together?
Myself & Gipp met actually at my studio through rapper Kurupt. We all worked on a song together initially, and I reached out to Gipp not long after that to work on more music. That turned into us forming a friendship, and I brought the idea of Tick Tock to him. Shortly after we made the record happen, and made history. He’s probably one of the most humble, and supportive artists I know.
What would you say is the symbolic meaning of the music video?
The story of the music video is a jewelry heist. An antique watch that was in my possession and house. Someone was hired to steal it from me, and give it to their boss. The meaning behind it is that most times are focused on the wrong things in life instead of cherishing our time on this earth.
How did you and Andrea Ward come up with the concept of the video and what were some challenges you faced?
Andrea & I actually met through Instagram, and connected to possibly do some work together. I initially gave her an idea, and she helped enhance the vision with me. I wanted to tell a short story that was easy to follow, and cinematic as well focusing on the characters. Throughout the process of shooting the video it was pretty smooth, professional, and fun.
What’s next for you in 2022? Do you have any major projects coming out or plans on live shows?
So much in store. New Collaborations, New Music Videos, New Singles, Debut Album, Documentary, Television/Film Projects, and Touring. Keep watching!