"Sincerity Is Scary" is a song by the English band the 1975 from their third studio album, A Brief Inquiry into Online Relationships (2018). The song was written by band members Matty Healy, George Daniel, Adam Hann and Ross MacDonald, while Daniel and Healy handled the song's production. It was released on 13 September 2018 by Dirty Hit and Polydor Records as the fourth single from the album. Contributions are featured from Roy Hargrove, who performs the trumpet, and the London Community Gospel Choir, who provide the choir vocals. Healy was inspired to write the song to confront his fear of sincerity, using postmodernism in the lyrics to denounce sardonicism and irony, choosing to portray vulnerability and honesty instead.
An experimental neo soul, R&B and neo jazz ballad, "Sincerity Is Scary" is built upon a hip hop beat. The song contains a hip hop production that incorporates layers of brass, trumpets, horns, saxophones, lounge piano riffs and a steady drum beat. It also draws from jazz, funk, indie pop, soul and lounge jazz. Thematically, the song highlights the problems of modern communication and critiques society for being generally cold and emotionless. Lyrically, Healy laments his partner for not being honest with herself and leading to a breakdown of their relationship.
"Sincerity Is Scary" received generally positive reviews from contemporary music critics, who mostly praised the production, lyrics and thematic depth. Reviewers compared the song to A Tribe Called Quest, Gang Starr, the Soulquarians and Musiq Soulchild. It peaked at number 57 on the UK Singles Chart, number 84 in Scotland, number 66 in Ireland and number 20 on the US Billboard Hot Rock & Alternative Songs chart. The song was later certified silver in the United Kingdom by the British Phonographic Industry (BPI). An accompanying music video, directed by Warren Fu, was released on 21 November 2018. Inspired by classic musical films, the visual features numerous references and Easter eggs related to the 1975's previous works. The video received positive reviews from contemporary critics, who praised the storyline, choreography and atmosphere, while it later appeared on several year-end lists.
Background and development
In an interview with Genius, Healy revealed that the process of creating "Sincerity Is Scary" was not calculated. The singer relied on his instincts, having learned that the 1975's best music was created by trusting themselves. He sought to denounce sardonicism and insincerity in the song's lyrics, saying it is easier for people to remain ironic and defensive in the face of adversity. Speaking to Zane Lowe of Apple Music's Beats 1 Radio, Healy revealed that the song is meant to denounce his postmodern fear of being authentic. He believed there was a widespread tendency among people to hide behind irony and shield themselves from judgment. Elaborating further on his use of postmodernism within "Sincerity Is Scary", the singer used self-awareness when developing the lyrics, recognizing certain defence mechanisms of his and correcting them by being "just a bit more open and a bit easier, and genuinely sincere".
The 1975 collaborated with the London Community Gospel Choir on "Sincerity Is Scary", with them providing the choir vocals. After having previously worked with them on I Like It When You Sleep, for You Are So Beautiful yet So Unaware of It, Healy lauded the choir as "amazing" and wanted them on A Brief Inquiry into Online Relationships, saying: "It wouldn't really be a 1975 record without them on it." The London Community Gospel Choir recorded their vocals at Abbey Road's Studio Three, which were engineered by Chris Bolster with assistance from Daniel Hayden. Roy Hargrove, who collaborated with the band on their previous album, performs the trumpet on "Sincerity Is Scary". According to Healy, they were highly impressed by Hargrove's playing on D'Angelo's Voodoo (2000), calling his work "iconic". The singer felt intimidated by the instrumentalist, calling the experience: "So intense. You'd get him in the room and you'd be so scared." Hargrove died two months after the song's release, an event that Healy called "heartbreaking", noting the instrumentalist was the first non-band contributor to feature on one of the 1975's albums. The singer took to Twitter and encouraged the band's fanbase to listen to "If I Believe You" (2016) and "Sincerity Is Scary" in remembrance of Hargrove, who Healy assured "made those songs so special for us".
Music and lyrics
Musically, "Sincerity Is Scary" is an experimental neo soul, R&B and neo jazz ballad built upon a hip hop beat. The song also contains elements of jazz, funk, indie pop, soul and lounge jazz. It has a length of three minutes and 45 seconds (3:45). According to sheet music published at Musicnotes.com by Hal Leonard Music Publishing, "Sincerity Is Scary" is set in the time signature of common time with a slow tempo of 90 beats per minute. The track is composed in the key of A major, with Healy's vocals ranging between the notes of F♯3 and F♯4. It follows a chord progression of Dmaj–E♯dim–F♯m–G9. The song's hip hop production contains gentle sounds, gospel choirs, billowing trumpet lines, dragging beats, delicate guitar chords, soothing keyboard arrangements, piano riffs, a steady drum beat, synths and smooth layers of brass. It features waves of instrumentation composed of slow drums, smooth saxophones, intentionally scattered trumpets, horns and a loungey piano. "Sincerity Is Scary" features contributions from Hargrove, who performs the trumpet, and the London Community Gospel Choir, who provide the choir vocals.
Thematically, "Sincerity Is Scary" deals with modern communication problems, allowing oneself to be vulnerable, Healy's limitations as a songwriter and his struggle with heroin. Lyrically, "Sincerity Is Scary" critiques society at large for being cold and emotionless. As the song begins, Healy highlights the irony of insincerity and accuses people of hiding behind their feelings. In the chorus, he describes being in a relationship with a woman who is not honest with herself, inhibiting a closer emotional bond between the pair. However, trying to address this problem puts a strain on their relationship: "Why can't we be friends, when we are lovers? / 'Cause it always ends with us hating each other". Later, Healy addresses social media surveillance, self-knowledge and a communication breakdown ("And why would you believe you could control how you're perceived / When at your best, you're intermediately versed in your own feelings?") and derides her inability to mature and start a family ("Keep on putting off conceiving / It's only you that you're deceiving / Oh, don't have a child, don't cramp your style").
Rhian Daly of NME observed the premise of "Sincerity Is Scary" to be Healy's dismantling of his ironic defences. He considered the lyrics "You lack substance when you say / Something like, 'Oh, what a shame to be self-referential, noting the later phrase is used multiple times throughout I Like It When You Sleep, for You Are So Beautiful yet So Unaware of It. Jarrod Johnson II of Paste felt the song addresses the mental hurdles of reduced transparency and honesty in modern-day relationships, both socially and romantically. Maura Johnston of Rolling Stone interpreted religious undertones, calling it "a shuffling rumination on the gaps between people that underscores Healy's hoped-for leap into faith". Matt Collar of AllMusic compared the track to the work of D'Angelo. Marissa Lorusso of NPR noted that the chorus of voices in the refrain are evocative of the "more touching" numbers on the 1975's second studio album, while Joe Goggins of Drowned in Sound said the inclusion of Hargrove is more specifically reminiscent of the band's "If I Believe You". Echoing Goggins' statements, Caitlin Ison of Atwood Magazine said both songs share sonic similarities owing to the use of gospel choirs in their choruses.
Release and reception
"Sincerity Is Scary" was released as a single on 13 September 2018; the song was met with generally positive reviews from contemporary music critics. Chris DeVille of Stereogum deemed "Sincerity Is Scary" the 15th-best pop song of 2018, while Frazier Tharpe of Complex declared it the fifth-best song of the year.
Johnston deemed the song a highlight from A Brief Inquiry into Online Relationships. Robin Murray of Clash praised the 1975's incorporation of jazz in "Sincerity Is Scary" and noted influences of A Tribe Called Quest and Gang Starr that are "filtered through a 1975 lens". Goggins commended Hargrove's contribution. Danny Chau of The Ringer said the song was one of the most surprising stylistic choices on the album, praising Hargrove's contribution and comparing the composition to the Soulquarians and Musiq Soulchild. Shannon Cotton of Gigwise called the song smooth and sultry, saying it "makes you feel like you should be sat on the rooftop of a New York apartment, with a cigarette in one hand and an expensive glass of red wine in the other, gazing at the skyline". Ross Horton of musicOMH praised the fun and "sexy" sound of "Sincerity Is Scary" and the London Community Gospel Choir's inclusion, saying he could image listeners repeatedly listening to it.
Daly praised the stark yet warm composition and lyrical depth, saying: "[Healy's] attempts at [sincerity] are still as beautiful and thought-provoking as his lyrics at the other end of the spectrum. This time, he just feels a lot more human." Marina Pedrosa of Billboard highlighted the contrast of the song's emotionally-charged lyrics against the uplifting sonics and graceful melody. Lorusso declared it the most exciting single from A Brief Inquiry into Online Relationship, praising Healy for providing an earnestness that "positions him as a try-hard worth rooting for". Brittany Spanos of Rolling Stone said "Sincerity Is Scary" serves as a "reminder that sincerity is worth flexing every once in a while", commenting that its subject matter matches the band's sonic dichotomy. She observed the underlying message to be a confrontation with society's desire to hide insecurities by presenting a brighter facade. Isabella Castro-Cota of Spin commented that the song's lyrics are performed through "a more honest lens". Ison commended the 1975 for exploring a larger, more serious topic, while remaining approachable through a fun and feel-good sound. Althea Legaspi of Rolling Stone highlighted the earnest sentimentality of the lyrics and the warm chorus of voices on the hook. Gil Green of Stereogum praised Healy for "working towards some innovative angle that never quite means what you think".