(Theophilus, the lovely Vashtie, and pal Atrak pose in a Bushmills endorsement photo. Cute! I think its dope how brands like Bushmills, Kodak and, specific to me, Platino Tequila are spending endorsement money on non-traditional personalities)

My friend and trusted foodie Andrew sent over this new song from Theophilus London called “Why Even Try” featuring Sara Quin (of Tegen and Sara). It’s the first single off London’s upcoming Lover’s Holiday (Feb.8). Even though I love drug rap, I also like to turn off the chest-thumping sometimes (currently obsessed with the Adele album and the Blue Valentine soundtrack). And clearly, any project called Lover’s Holiday is not about bundling up red caps (then again, it could be). This song reminds me of what it might have sounded like if rappers had been on the the Pretty in Pink soundtrack. I know there’s a better new wave comparison but I just cant think of one right now. Either way, I like this, as well as an older song of London’s “Ultra Violet“.

New Music: Theophilus London feat. Sara Quin “Why Even Try” (off Lover’s Holiday)

You can download the song for free in exchange for a tweet over at Theophilus’ website, and he also has a blog on Hypebeast.

As you can probably tell, TL is already big in the hipster set, and earlier this week, he opened for Little Dragon in a trio of sold-out New York shows. Watch a clip…
after the jump

Theophilus London opening for Little Dragon in Williamsburg, BK.

Theophilus’ video “I Want You” (Marvin Gaye cover), directed by Vashtie