Remember when you were a kid, and you’d chew vibrant rainbow-hued bubble gum until it was mush, extracted of all its overwhelming sugary delight, and thoroughly mutilated by your cavity-strewn teeth? There was always something strikingly visceral about that grey, chewy pulp you’d pull out of your mouth afterward.

You’ll get a sense of that childlike mix of repulsion and excitement on the new track by UK artist Felicita, who announced today that he’s been signed to Columbia Records-affiliated imprint PC Music. “heads will roll / I will devour you” finds the artist ditching the ecstatically uncomfortable pop of 2014’s Frenemies for something more shoegazing and ambient, and the label has indicated on SoundCloud that there will be more coming from the artist soon. It also comes with a video introduced by an epilepsy warning, featuring a warped image of two kids taking a dispassionate mirror selfie with a handheld camera alongside a portrait of the Simpsons family.

In a statement shared with the press release, the artist explained the label move. “I signed to PC Music cos they will let me make any kind of music I want and it will reach a wide audience and maybe become pop music,” he said.

Last month, PC Music affiliate SOPHIE and Charli XCX shared a striking, leather-and-monochrome themed video for “Vroom Vroom,” and in March GFOTY shared a Starbucks and cyberstalking-themed video for “VIPOTY.”

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