Sorry – ‘Today Might Be The Hit’
2025 is the year of Sorry, and I don’t mean apologies.
On the contrary, there’s something blasé, something insouciant, in the new single from the London-based alternative band. ‘Today Might Be The Hit’ is the latest release from their upcoming new album, Cosplay, released on November 7th via Domino.
If the snappy run-time of just over two minutes doesn’t tell the story well enough, then allow me: Everything is shit. Has been shit. Will continue to be shit. And that, finally, is OK because God is in the suffering. On the track, Sorry race through the catchphrases of modern malaise with a shrug and a smile: “Might choose to die / Fuck the birds chirp outside”.
As always, there’s a roughened texture to the offering, with experimental flourishes and echoes of brass in the racing soundscape. Between verses, there’s a dark, dusty moment that sounds like a car revving, ready to race off into a dying sunset to a place beyond. A place at least better than this, and Sorry provides the perfect soundtrack for that dreary, unpleasant truth.
It might not have the depth and grizzle of their other recent releases, such as the sugary-sweet ‘Echo’ or the harrowing intensity of ‘Jive’, but it’s certainly another fantastic addition to their highly anticipated November release.
‘Today Might Be The Hit’ is breathless and dizzying and is accompanied by a choppy music video that plays with darkness and light, depicting lead singer Asha in old-school 3D glasses singing and dancing along in front of screens in active recording. The end of times might be live-streamed, after all.
Near the end of the video, and in the single’s artwork, the formula S = KlogW appears. I might not have a degree in mathematics, but some digging suggests that this is an equation to uncover the entropy of an object, that is, a system’s disorder or the randomness, or lack of predictability. We are at a point of no return, and Sorry tell us this on their new, ya-da-ya-da-ya-da-full track. Only our mood swings, while our hope and defeat in equal measure as well as our collective unpredictability make us human. Rather than run from that, we must celebrate it.
I might not be able to predict much, least of all about myself, but I can predict one thing: Sorry’s new album will be their best to date, and, quite possibly, one of the best of the year.
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