Little is known about Who Is Fancy, the mysterious new pop artist backed by Scott Borchetta, founder of Big Machine Label Group (Taylor Swift), and Justin Bieber's manager Scooter Braun.
First referenced by Borchetta in a September iHeartRadio festival report from Billboard touting Big Machine's next crossover act, Fancy has closely guarded his identity, on social media and neither Big Machine, nor Republic Records (which has signed on in a joint venture), will spill the beans. "Who Is Fancy is an artist that wants to celebrate the artistry and songwriting, while not focusing on whom he is at first, allowing the music to truly speak for itself," the label told us in a statement.
In late January, Borchetta emplored his followers to check out Fancy's debut single "Goodbye," which was subsequently released to iTunes and recently pushed to radio.
A kiss-off anthem with a heart as big as its hook, it didn't take long for "Goodbye" to catch on.
Tori Kelly was a fan.
As was Kacey Musgraves.
Though it's still not clear who Fancy is, yesterday BuzzFeed Music received an official music video for "Goodbye."
In the video, a skinny boy with a furrowed brow (who Republic would neither confirm nor deny is Fancy) has his tattoos airbrushed and hair coiffed in someone's attempt to turn him into the next Justin Bieber.
A not-so-subtle nod to the pressures Fancy may himself be feeling.