James Reid turns urban frustration into inspiration in the music video of “Traffic,” his latest single under Careless Philippines and Sony Music Entertainment. Caught in the gridlock of Metro Manila, the video finds James driving around the standstill roads, visibly stressed and tired, yet holding on to the thought that the moment, like traffic itself, will soon pass.
The music video was helmed by Jonathan Tal Placido of Philippine-based production house Toothless, with creative direction by Issa Pressman. The concept revolves around the reality of being stuck in traffic, while also capturing the horrors that Filipino commuters and drivers had to endure on a daily basis while navigating the capital’s fast-paced grind.
“Traffic” marks the first official 2026 single of James Reid, following last year’s release of “You Deserve It,” which was featured on Penshoppe’s All Together Now campaign. The catchy pop tune was written by James Reid, along with Luke April and Nhiko Sabiano.
“At the time, I wanted to write a song that’s relatable to Filipinos in terms of concept and sound,” James reveals. “It just so happened that we all experienced traffic that day, and it felt like the song wrote itself after we locked in on that idea.”
The track also reflects James’ evolving artistic direction, molded by his ongoing exploration of his Western and Filipino roots. With the help of his collaborators, Luke April and Nhiko Sabiano, “Traffic” gives listeners a taste of James Reid’s more accessible, homebound sound, without sacrificing his globe-trotting influences.
The award-winning multi-hyphenate adds, “We aimed to create a classic upbeat OPM track with a fresh twist—nostalgic at its core, but layered with unique sounds and ear candy to give it a distinct edge.”
James Reid’s “Traffic” is out now on all digital music platforms worldwide via Sony Music Entertainment.
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