Still from the video for "Heads Will Roll / I Will Devour You"
Remember when you were a kid, and you'd chew vibrant rainbow-hued bubble gum until it was mush, extracted of all its overwhelming sugary delight, and thoroughly mutilated by your cavity-strewn teeth? There was always something strikingly visceral about that grey, chewy pulp you'd pull out of your mouth afterward.You'll get a sense of that childlike mix of repulsion and excitement on the new track by UK artist Felicita, who announced today that he's been signed to Columbia Records-affiliated imprint PC Music. "heads will roll / I will devour you" finds the artist ditching the ecstatically uncomfortable pop of 2014's Frenemies for something more shoegazing and ambient, and the label has indicated on SoundCloud that [there will be more coming from the artist soon](mailto:More @felicita coming soon. PC Music). It also comes with a video introduced by an epilepsy warning, featuring a warped image of two kids taking a dispassionate mirror selfie with a handheld camera alongside a portrait of the Simpsons family.In a statement shared with the press release, the artist explained the label move. "I signed to PC Music cos they will let me make any kind of music I want and it will reach a wide audience and maybe become pop music," he said.Last month, PC Music affiliate SOPHIE and Charli XCX shared a striking, leather-and-monochrome themed video for "Vroom Vroom," and in March GFOTY shared a Starbucks and cyberstalking-themed video for "VIPOTY."Follow Alexander on Twitter.