Alex Feder isn’t the first artist to jump to the pop-soul genre. The former frontman for Brooklyn band XYZ has reinvented himself as Mike Posner-esq performer Leonard Friend, in a move reminiscent of Jamie Lidell‘s conversion from chin-stroker IDM to electronic soul, and Mayer Hawthorne‘s similar transition from underground hip-hop jock to blue-eyed soul superstar.

“Serious Music” is Feder’s first video as Friend, and it certainly fills a gap while we wait for Justin Timberlake to get back to the studio. But how “serious” is the who thing?

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The Lynyrd Friend EP comes out Jan 31st.