Eric Hirshberg spent much of his earlier career working in industries built to capture and retain attention. As the former CEO of Activision and an earlier advertising executive at Deutsch LA, he had a close view of how entertainment, branding, and technology compete for a place in people’s minds.
That history makes his new single, “The Grand Elsewhere,” an intriguing reversal of perspective. Hirshberg is now asking what happens when those competing demands become so persistent that the immediate world struggles to break through.
The phrase at the center of the song refers to a state of partial absence. A person may be sitting at dinner, walking through a neighborhood, or sharing a room with family while simultaneously following messages and stories from countless other places. The body stays put while the mind travels.
Hirshberg does not portray himself as exempt from the problem. His description of people as “part-time residents” of this elsewhere gives the song a self-aware quality. The invitation to leave is directed inward as readily as it is toward listeners.
Its construction supports that reflective approach. “The Grand Elsewhere” starts with open, restrained verses and develops into a sweeping refrain. The contrast allows the song to address a large cultural subject while keeping its entry point personal.
It also fits the trajectory of More Is Not The Answer, Hirshberg’s forthcoming album. Aloe Blacc collaboration “For Real” addressed the difficulty of genuine conversation, and the title track considered value and loss in the wake of the Los Angeles wildfires. Elsewhere, Hirshberg has written about algorithms, gratitude, family transitions, and anxiety.
“The Grand Elsewhere” is streaming now, and an official music video accompanies the release. More Is Not The Answer follows on September 21, with ten tracks that examine what earns attention and what may deserve it instead.
