Melotika is an indie/pop artist based in Toronto, Ontario, Canada, and the alter-ego of singer/songwriter Mel Yelle. Born and raised in Montreal, Mel’s rich, smoky vocals remind me at times of fellow Quebecois Celine Dion, with whom she also bears a striking resemblance. She teamed up with electronic DJ/producer Jackman Jones (also known as Mista T Dot) to create urban beats for her debut EP Unaware, which dropped this past March. I reviewed her sultry single “Unaware Part II [Blindside]” in February, which you can read here.
She’s just released a stylish new video for “Bittersweet Reality,” one of the tracks on Unaware. The song features cool synths set to a hypnotic dark wave dance beat, with hand claps, kick drum, bass and chanted backing vocals adding fullness to the sound. Mel’s vocals have a sense of bitter resignation as she sings about the conflict between our reality and the self-image of the persona we project to the world based on who we think we should be: “Doesn’t matter what we say, you won’t believe it anyway. Done my time but talk is cheap. Your bittersweet reality. Running back and forth at times can drain all my energy.”
About the video, Mel explains “‘Bittersweet Reality’ is about losing yourself in a synthetic realm of beauty and social media appearance. The character I am playing is a vulnerable side of me believing everything the media has taught me, and on the other hand rebelling against it.”
She’s shown scrolling through her social media accounts on her mobile device, elated one moment, then frustrated and angry the next as she reacts to either the attention she feels she deserves or criticism – or even worse, indifference – which pisses her off (sentiments I can certainly attest to feeling at times). Ultimately, she suffers a meltdown over all the conflicted emotions. Take a look: