By Azzam Bilal 
HangupsMusic.com – KANSAS CITY, Kevin Morby has long been a master of capturing the ephemeral, dusty beauty of the American landscape through his songwriting. Following the critical success of his May release, Little Wide Open, an album that solidified his reputation for soaring, heartfelt indie rock, Morby has returned with a vibrant new single titled “PBJ.” This latest offering does more than just continue his creative momentum; it serves as a testament to his ability to synthesize complex emotions into accessible, jangly melodies. The track arrives not just as a standalone piece of music but as a multi-sensory experience, accompanied by a self-directed music video and an ambitious, nationwide culinary collaboration that bridges the gap between the record store and the local bakery.
At its core, “PBJ” is an anthem of vulnerability and exploration. Morby describes the song as being about the act of opening oneself up to the world, a theme that resonates deeply within his broader discography. However, where previous works might have leaned into the somber or the meditative, “PBJ” carries an infectious, rhythmic energy. This energy is bolstered by an impressive roster of guest musicians who represent some of the most influential figures in modern independent music. To bring the track’s emotional core into focus, Morby enlisted the help of Justin Vernon on guitar, Aaron Dessner on bass and guitar, and Andrew Barr on drums.
The involvement of Vernon and Dessner adds a layer of prestige and sonic depth to the track. Vernon, the visionary behind Bon Iver, brings his signature textural guitar work to the fold, while Dessner, a founding member of The National and a prolific producer, provides a grounded yet melodic foundation on bass and guitar. The percussion, handled by Andrew Barr of The Barr Brothers, provides the steady, driving heartbeat that allows the song to soar. Together, this ensemble creates a sound that is both expansive and intimate, echoing the "big room" indie rock sound that Morby has been perfecting over the last decade. The chemistry between these artists is palpable, resulting in a track that feels like a natural evolution of the folk-rock revivalism Morby has championed since his early days in New York and Los Angeles.
The title of the song, “PBJ,” carries a meaning that is as idiosyncratic as Morby’s songwriting itself. Rather than a direct reference to the classic sandwich—though he admits a fondness for the meal—the title stems from a specific linguistic quirk shared by a friend many years ago. Morby explains that a friend once described the sensation of driving with the windows rolled down while simultaneously running the air conditioning at full blast as “Peanut Butter Jelly.” It is a phrase that denotes a specific kind of sensory indulgence, a way of interacting with the environment that is both contradictory and deeply satisfying. Despite Morby’s efforts to find the phrase’s origins or other people who use it, it remains a mystery, existing primarily in his own personal lexicon. By naming the song after this sensation, Morby captures the essence of a late-summer drive—the warmth of the outside air clashing with the artificial chill of the interior, a metaphor for the internal and external pressures of life.
The music video for “PBJ,” directed by Morby himself, further enhances the song’s themes of community and connection. The visual features a cast of characters close to Morby’s life, most notably his partner and fellow musician Katie Crutchfield, known professionally as Waxahatchee. The couple, who recently welcomed a child, have become a focal point of the contemporary indie scene, often appearing in each other’s creative projects. Joining Crutchfield in the video are comedian Caleb Hearon and housing advocate Tara Raghuveer. The choice of cast suggests a blending of Morby’s personal world with his public art, reinforcing the song’s message of openness. The video’s aesthetic mirrors the song’s jangly, unpretentious vibe, offering a glimpse into a world that is grounded in the reality of the American Midwest, yet elevated by Morby’s cinematic eye.
Perhaps the most unique aspect of the “PBJ” release is Morby’s decision to launch a nationwide food-themed marketing campaign. Recognizing the promotional potential of a song title shared with a beloved staple, Morby partnered with a variety of his favorite businesses to create collaborative snacks, meals, and drinks. This initiative goes beyond standard merchandising, embedding the song into the local cultures of several cities. The centerpiece of this campaign is a partnership with Van Leeuwen Ice Cream, which has introduced a special peanut butter and jelly flavor at its locations across the United States. This collaboration brings the song’s "end of summer" energy to a wide audience, allowing fans to literally taste the inspiration behind the track.
The culinary tour continues with more localized partnerships, showcasing Morby’s appreciation for regional specialties. In New Orleans, the renowned sandwich shop Turkey and the Wolf has crafted a special burger in honor of the single. In Morby’s home base of Kansas City, Heirloom Bakery created a PBJ ice cream sandwich, while Mr D’s Donut Shop contributed a themed donut. New York City fans can find a “PBJ” cookie at Culture Espresso or a specialized croissant at Rockaway Beach Bakery. In Memphis, Global Cafe introduced a custom drink, and in Durham, Ideal’s Sandwich and Grocery added a unique sandwich to their menu. By engaging with these small businesses, Morby creates a community-focused rollout that mirrors the collaborative spirit of the song’s production.
This holistic approach to a single release reflects Morby’s status as a storyteller who looks beyond the confines of the recording studio. His music has always been deeply rooted in place, a theme explored extensively in Jenn Pelly’s profile, "Life & Death in Kevin Morby’s Midwest." In that piece, Pelly delved into how Morby’s return to his roots in the middle of the country influenced his perspective on mortality, history, and the passage of time. “PBJ” feels like a lighter, more celebratory companion to those weightier themes. It is a song that encourages the listener to embrace the present moment, much like the fleeting transition from summer to autumn.
Musically, "PBJ" sits comfortably alongside the tracks on Little Wide Open, yet it stands out for its bright, rhythmic clarity. While the album explored the vastness of the landscape and the intricacies of the human heart, "PBJ" focuses on the simple joy of movement and the beauty of shared experiences. The production is crisp, allowing the interplay between the guitars to take center stage. There is a sense of freedom in the performance, likely a result of the high-caliber musicianship involved. When Vernon’s guitar weaves through Dessner’s steady bass lines, the result is a sophisticated tapestry of sound that feels both modern and timeless.
As the summer fades, "PBJ" serves as the perfect soundtrack for the season’s final days. Morby’s advice to "listen to it with the windows down… and the air conditioning up" is more than just a nod to the song’s title; it is an invitation to experience the world with all its contradictions intact. Whether through the jangly chords of the track, the familiar faces in the music video, or the literal taste of a PBJ-themed treat, Kevin Morby has created a multifaceted work of art that resonates on multiple levels. He continues to prove that he is not just a singer-songwriter, but a curator of American culture, blending music, food, and community into a singular, cohesive vision. With "PBJ," Morby invites us all to open up, lean into the wind, and enjoy the ride.
