There’s music that just plays in the background. The kind you turn on, forget about, and next thing you know, you’re standing by the fridge, eating cold pizza while the track is already three minutes in—and you couldn’t care less. And then there’s music that kicks you out of your cozy shell, makes you stop, think, and listen.

JJ Sweetheart makes that kind of music. Released on February 14, Big Thing is certainly a solid statement, but among all the tracks, one shines the brightest. Cinnamom is that glitch in the matrix that forces a full system reboot.

This track feels like an old vinyl record, something from the golden era of the ‘80s—half Elvis, half that old-school dream pop—until the record is suddenly turned inside out. JJ Sweetheart stretches it, warps it, drenches it in acid-washed colors, and injects so much psychedelia that at some point, your brain just gives in and accepts the new rules of the game.

Cinnamom isn’t cozy lo-fi humming in the background while you sip your morning coffee. It’s a psychedelic trip, luring you in from the first second with those sun-kissed guitar tones. You almost relax. Almost. And then, out of nowhere, a wave of booming, reverberating distortion hits like a siren blasting through an empty tunnel. JJ Sweetheart plays with contrasts—airy melodies and sharp blows, nostalgic haze and full-blown sound deconstruction. It’s arthouse that no one asked for, yet you can’t look away.

I won’t lie—Cinnamom isn’t for everyone. Some will find it too blurry, too surreal, too bold in its attempt to break genre conventions. But you know what? So be it. As a friend of mine once said—music that pleases everyone ends up pleasing no one.

*Promoted content. All information provided is prepared in accordance with editorial standards and is intended to offer useful insights for readers.