Accompanying the announcement of the new album, out February 2, Timberlake dropped a woodsy, one-minute trailer online that looks like a one-man Brokeback Mountain.
In the promotional video above, JT roams the prairies and deserts of the West, clad in a poncho no less. "I feel so earthy," he says in a voiceover at the end of the video.
Man of the Woods will a feature a Timberlake collaboration with breakout country titan Chris Stapleton, but the snippets of new music in the video sound like loved-up pop jams in JT's usual wheelhouse.
But the online snark directed at Timberlake's rugged new "woodsman" persona has come swiftly. One article announced, "Justin Timberlake is rebranding as a white man," while Twitter also had a field day: