Kevin Morby Releases New Single With Vernon, Dessner, and Barr, Plus Ice Cream Tie-In
Kevin Morby has shared a new jangly track called 'PBJ,' featuring Justin Vernon on guitar, Aaron Dessner on bass and guitar, and Andrew Barr on drums. The song is about opening oneself to the world, and its self-directed video stars his wife Katie Crutchfield and others. Morby also partnered with Van Leeuwen Ice Cream and several local businesses to create food items inspired by the song's title.
The song's title stems from a phrase a friend once used to describe driving with windows down while blasting air conditioning. Morby says he has used the expression ever since, though he has never found anyone else who knows it. He calls "PBJ" an end-of-summer song meant to be played with windows down and AC up.
The promotional push extends beyond the track itself. Van Leeuwen Ice Cream is offering a peanut butter and jelly flavor nationwide, while independent shops in New Orleans, Kansas City, New York, Memphis, and Durham are creating themed items. Morby self-directed the video, which features his wife Katie Crutchfield alongside Caleb Hearon and Tara Raghuveer.
The song's release pairs music with food culture in a way that could expand its reach beyond typical indie rock audiences. The Van Leeuwen partnership and local business collaborations may draw in listeners who discover the track through the ice cream flavor or themed menu items. The video's casting of familiar figures from comedy and activism could also broaden interest, potentially introducing Morby's music to new listeners through cultural crossover rather than traditional music channels alone.