Sometimes you hear something and for some reason, you cannot quite put your finger on it, it sounds like now. Alvvays, a Toronto-based band, has been kicking around the indie-pop scene for a while now. Their self-titled debut album, released in 2014, topped the US college charts. Their second album won the prestigious Canadian Juno Award for Alternative Album of the Year in 2018. Both albums were short-listed for the Polaris Music Prize. And this latest effort is garnering some really strong positive reviews. But the band continues to punch below its weight, commercially. Record execs are hoping that they will suddenly morph into a modern-day version of Talking Heads and become global hit makers. But this band remains determinedly unconcerned with success and the result is that they can really experiment with their music. This track, Very Online Guy, off their third album Blue Rev, is a deconstruction of a pop song, full of clashing sounds and bouncing echoes. The video has the singer, Molly Rankin, pixelated as if the whole band had been sucked into some kind of metaverse filter. The result is unsettling, but it feels important. Expect other, more commercial bands to borrow many of these musical tropes and spin them into chart success.