MAMI UMAMI’s “IN YOUR FACE” takes the fight between generations into a world where nobody gets to claim the moral high ground. The duo write from the perspective of younger people who have inherited a world they barely recognize, while watching their own generation repeat the habits of those who came before. Work, buy, consume, repeat. The old rules remain in place, even when nobody seems to believe in them anymore.
They describe both generations as victims of the same struggle to survive and stay relevant. Younger people fight against a system they also help sustain, with no clear answers to the problems in front of them. The boxing match imagined for the accompanying video gives this conflict a physical counterpart: two opponents trading blows until Reality steps into the ring and knocks them both down.
Written by Jaquelin Elamiri, Leonard Furby and Alex Lopez, the track draws on alt-pop, hip-hop, indie and dance. Its generational argument has no easy winner. Reality gets the final punch.
