Playlunch Embrace Their Boy Band Era On New Single '3310'

Self-describe "bogan-funk" outfit Playlunch continues to surprise with their latest single, '3310', embracing the band's love of boy bands.

Released via ABC Music, '3310' harks back to the bouncy era of early '90s pop R&B and sounds like NSYNC hanging out with INXS.

Produced by Bell & Sean Kenihan (Shouse, Northeast Party House, Jason Derulo) and recorded on a Scarlett interface in the boys' sharehouse garage, '3310' is a playful throwback about lust and love infused with Playlunch's trademark Aussie humour.

As Bell explains of the new era, single and video, "This is our attempt to bring back an age of 90s-style male yearning - when R&B stars would put on a silk shirt and get down on their knees and BEG in the POURING RAIN for the chance to take a woman out and treat her like a queen.

"One of the biggest things that drives the incel and manosphere movement is insecurity - when men feel insecure in themselves, especially young boys, they can be convinced of any bullshit the internet shows them. If there’s one thing Aussie blokes are terrified of, it's telling your mates how hot they look on the dancefloor - it’s seen as some kind of threat to our fragile, brittle masculinity.

"As a group of seven guys, one of the best things that’s happened to us over the last couple years of touring is how much we all hype each other up when it comes to our appearance and body images. These days we don’t hesitate to tell each other when a new haircut is looking great, or to play runway when a new outfit enters rotation. It feels GOOD to feel hot with your mates, and nothing in this world is less threatening than a man who’s truly secure in himself."

'3310' is accompanied by a music video directed by the band's live videographer Riley Nimbs, and is shot from the point of view of actor and influencer Xanthe Blaise. Inspired by flash mobs and hokey music video tropes, it skewers the all-too-familiar "band of guys chase a beautiful woman" format, a tired tradition Bell describes as "at best stupid, at worst problematic, and in all cases completely unrealistic - we wanted to take this tried and tested approach, and show just how ridiculous these idiots would look if they were behaving this way in real life, and how fundamentally unimpressed an actual woman would be".

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Producer and multi-instrumentalist Liam Bell is the man behind Playlunch, which also consists of  Dylan Knur, Andre Lew, Jerry Li, Tom Kindermann, Michael D'Emolio and Austin Richardson.

Together, the seven-piece has become one of Australia's most entertaining bands, boasting more than 20 million streams across their catalogue, with their sophomore album, Sex Ed, becoming a surprise hit thanks to the viral success of tracks like 'Keith', which has garnered more than 3 million streams, 'Station Rat', 'Real Estate Apps' and 'Boys', with their much-hyped Like A Version cover of 'It's Raining Men' landing at #73 on triple j Hottest 100.

The release of '3310' signals the next era of Playlunch, with more music set to arrive in the New Year.

'3310' is out now. Listen here.