- 31 Mar 21
Garnering millions of streams and comparisons to the likes of The xx and The War on Drugs; Demons of Ruby Mae are one of the most anthemic bands to emerge in years.
Manchester-based, Leicester-born outfit Demons of Ruby Mae have been releasing a steady stream of captivating indie-rock music for the last number of years, garnering a bigger fanbase with each new track.
Comprised of Jonny Gavin and Adam Rowley, the pair's self-titled debut album arrived in 2018, followed by last year's impressive We Have All the Time in the World. The hugely prolific pair have been releasing impactful singles since 2015's 'Summer Night' and 'The Boy Who Cried Wolf' EP.
Nabbing Record Of The Week on XS Manchester, Track Of The Week on BBC Leicester and Track of The Day on BBC Nottingham on multiple occasions as well as earning support from BBC 6 Music, BBC Radio Wales, BBC Radio Scotland, among other major stations; hype has been building for the exciting creative talent.
Hot Press are delighted to be premiering the beautifully shot music video for Demons of Ruby Mae's latest single, 'Alright'. Their joyful first single for 2021 showcases their commitment to putting out music no matter the circumstances, never allowing the COVID-19 pandemic to hold them back as a group.
The track itself centres around the notion of living your life in as simple a way as possible, surrounded only by the people and things that matter. The video takes place in faraway lands, with breathtaking locations and a riveting interpretation of the song's meaning by the subject, who dances his troubles away.
"We wanted to find a videographer that hadn't heard the song before and didn't know the meaning of it. It's interesting to hear people's interpretations of music, but it's even better to visually see it," Demons of Ruby Mae tell Hot Press. "We'd absolutely work with the director again. We're already speaking to him to kidnap and sign him up for a 5-album video deal."
"'Alright' is intended to be a simple and to the point track," the band add. "In a world of consumerism, we’re all guilty of searching for the next best thing that we think is going to make us happy, but is it everlasting? And are we ever truly fulfilled from it? The song narrows it all down to what matters most."
The duo have had to adapt their previous working techniques, given the pressures of lockdown.
"As most of our recent songs, it's been a different process of writing and recording as it's been mainly done over Facetime, sending back and forth the music to each other," they comment. "Even though we prefer to write together, working this way has improved our recording and production techniques a lot!"
"The biggest change for us has been adding electronic elements. I think that's been down to us acquiring new synths, plugins, crazy guitar pedals. We still like to keep the main sound of the band within the songs, and that's why a piano is never too far away."
Given the sheer volume of new tracks produced by Demons of Ruby Mae, it's no surprise that they're itching to perform their latest offerings for live audiences.
"I think it's now the third time we've rescheduled our 2020 tour, and it's now set to go ahead in October/November this year. We CANNOT wait to get back out there. It's the most enjoyable part of being an artist and I'm certain that the live industry will be back even better. We'd love to play a gig in Ireland. We're polite and won't make a mess."
Watch the video for 'Alright' below: