Review: There’s something rather quaint about JMI’s approach to product placement. On each chorus of her fizzy new A-side “Kix”, her revolving door policy for footwear magnates resembles less of a display of collar-popping narcissism than it does an earnest stab at promoting the very kind of inclusivity inherent to the most seminal dance cuts. After granting shout-outs to both Puma and Nike, the New York-based singer-producer ousts them both on the track’s final charge of adrenaline, bidding adieu to her listeners with the more neutral image of her having her “heels on” – an appropriately unpretentious note for this decidedly rough-and-ready slice of EDM to finish on.
JMI gleefully pilfers the Icona Pop formula of throwing down walls of crunchy synth, before breaking out the spray paint and putting her own underground stamp on them. “Kix” hurtles along like a rogue spaceship, complete with zippy effects and JMI’s own breathy moan coming straight in from Houston to remind us to don our dancing shoes. With more than a hint of the bratty coquettishness that powered Princess Superstar’s most compelling moments, she’s an effective Mistress of Ceremonies, although it is on the slinky B-side “Amanda” that her personality comes closer to the fore. A sparse creep-a-long built on dry percussion, yodeling BV’s and a catchy proposition (“Amanda, do you wanna?”), it’s a striking antithesis to the sugary chaos of its A-side. If the “Kix” video demonstrates anything, it’s that JMI’s shoes were almost definitely made for dancing, but on “Amanda” she proves herself a versatile talent.