In an audacious blend of music and visual artistry, Jon Darc unveils their latest video, “Addicted to Attention,” offering a radical self-exploration of dual identity that reveals the complexities of fame and the personal struggles behind it. The track delves into the conflicting personas within Darc: on one side, we encounter an iconic artist, dazzling with gold-dipped fish while embodying the essence of a high-fashion Alexander McQueen runway. Opposite Jon is a rejected schoolboy, burdened by past traumas such as bullying and ostracisation, yearning to be seen. The schoolboy’s desperate quest for recognition has often culminated in silence, leading to self-inflicted pain that eventually manifests outwardly.
Violence Meets Fashion: Jon Darc’s “Addicted to Attention” Premieres
The poignant narrative illustrates how the invisible child’s frustrations fuel the lavish existence of the larger-than-life diva. Yet, these two figures are not mere opposites; they are reflections of each other, both originating from the same primal urge—to be noticed, to be cherished, to matter.
Directed and conceptualised by Jon Darc, the video for “Addicted to Attention” is a fragmented, seductive portrait of obsession. Filmed at Studio dB in Berlin, it draws stylistic cues from pop culture, fetishwear, and the vibrant underground nightlife. The visuals adeptly navigate the blurred lines between self-love and self-destruction, encapsulating the struggle that defines Darc’s artistic narrative. This premiere sets an exhilarating tone for their forthcoming EP, titled MORAST, set to drop in September 2025.
A multifaceted artist based in Berlin, Jon Darc operates at the intersection of sound, performance, and visual storytelling. With roots in theatre, their artistry is imbued with drama, embodiment, and narrative tension. Darc’s performances transcend the conventional concert experience, transforming into confrontational rituals and staged fantasies that explore the depths of identity.
To Jon, fashion serves as an extension of character, seamlessly interwoven with their artistic expression. Their visual identity is as vital as their sound, incorporating elements of fetish culture, pop iconography, and the queer nightlife scene. Having made waves during Berlin Fashion Week, Jon has collaborated with numerous designers and creatives. Their artistic universe interrogates themes of control, shame, desire, trauma, and visibility, expressed through poignant lyrics, cinematic visuals, and emotionally resonant performances. As a distinctive voice in Berlin’s queer underground, Jon blends sound, style, and stage presence into a harmonious artistic experience.
DOP: @arnellafurmanov
Editor: @itarpas
Production: @ran__oz
Runner: @tigersharif
Location: @studio.db.berlin
Directed by @jon_darc
Art Director: @mariopalufi & @jon_darc
Talent: @jon_darc
Photographer and Editor: @mariopalufi
3Dfx and Editor: @itarpas
Photo Assistant: @klementine.waves
Producer: @fafalya
Set Design: @pertti.tv
Stylist: @chyaralaux
MUA: @dulfiona
Location: @studio.db.berlin
WHITE SET II – Black Balloon
Nosepiece: Charlie Minston
Dress: AMYLU
Corset: Pablo Sermar
Shoes: Pleasers
Jon Darc online
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