Three “oohs” and one glass-shattering “yeah” projected up to the heavens and there’s a swift realisation that Camden-based Joshua Collard has more soul than most contemporary artists put together.

His sensual blend of signature falsetto and future funk sound mean his tracks positively effuse bedtime vibes, with noticeable hints of Prince, Childish Gambino and D’Angelo in the mix. And his latest drop “Hell Song,” taken from his new record Unholy, pushes the sex barometer to 100, with simple visuals in a lighting store, eventually descending into a hazy, sultry “hell.”

“As there is nothing tame about the production and lyrical content of ‘Hell Song,’ the visual had to reflect the wildness and convey the theme of inevitable impending damnation,” explains Collard. “My creative directors Sosa and Joe decided on the visual being centred around heat and the connotations heat has with sex, passion and hell. Heat was the best way we could visualise the climatic rise of ecstasy, the internal burning of desire and my healthy ambition to receive and provide sexual fulfilment. We wanted to explore subjects such as hetero-male sexual vulnerability, black attraction and Hell.”

Watch the visuals for “Hell Song” below…