The new single by UK native, Vox, is the tropical flavored, “Aloha Salsa.” The video for the song could be mistaken for a promotional advertisement, enticing tourism to Hawaii, and Honolulu in particular. Of course, the song is based around the art of dance. For all you Dancing With The Stars fans, Salsa is actually an offshoot of something called Rumba. Vox developed an infatuation with the art, and as a result we get, “Aloha Salsa.”
A bit of a ladies man, Vox is a somewhat nomadic figure, but also disciplined. After working on a campaign for a California Politician, he had actually intended to go to Europe. His plans were changed when the Politician he had worked for, informed him she would be in Honolulu. He promptly rerouted, as destiny seemed to intervene. The timeline for everything is slightly murky, but Vox did keep records logged of his time on the Island.
In the video for “Aloha Salsa,” we are treated to beautiful scenery, and of course, lots of dancing. Parts of it are a bit campy, but serve the overall narrative of a good time, and traditional customs. Though it’s a lot of frames essentially thrown together, it’s easy to see that Vox and company worked hard and extensively on the video. The singer films himself in a variety of places and situations, sharing the joy that he already knows. It’s a rather immersive experience, and you may even get a sense of misplaced nostalgia as you watch.
As a song, “Aloha Salsa” is rife with all of the standard tropes you’d expect. There’s ukulele and maracas, and some additional guitar tracks. Vox’s voice is unique and he doesn’t really sound like anything you’ve heard before. Imagine if Prince and Bill Corgan had a love child, and you might get the idea. His energy makes the entire experiment work, as he not only emits, but radiates euphoria, by simply living in the moment. You can see the influence he had on his surroundings, as the others who appear in the video can’t help but match his vibe. There’s a glow around Vox that goes a long way in making this song and video work
“Aloha Salsa” is a work of simple pleasures, but also the art and intimacy of dance. Dancing is a means of communication in a place like Honolulu, and Vox does a terrific job of capturing the essence of Salsa. For a man from the U.K. to discover and embrace the traditions of a place as likely foreign to him as Hawaii, is rather astonishing. Vox has already lived an extraordinary life, and is still relatively young. His social lucidity as well as his artistic talent, make for an intriguing character study that he would be wise to capitalize on with Future projects.
If Salsa music with a modernist approach is your thing, then definitely check out “Aloha Salsa.” It’s a legitimate dance song, and the video is even a bit educational. Vox himself is a memorable figure, and in many ways, a likeable one. And perhaps most importantly, the song celebrates the stateside paradise that is Hawaii, and all off its splendor. Life is good, if every once in a while you allow the music to move you to where you belong.
Trace Whittaker
