In response to the first part of a creative video series directed by Leah Fay Goldstein and Peter Dreimanis of July Talk, Born Ruffians have released a new single titled ‘Forget Me!’ The video features lead singer Luke Lalonde getting into crazy shenanigans with a lifeless mannequin (initially found in the first act of the video series), which he treats like a real human being. Lalonde and the mannequin are seen camping in the woods, sharing drinks at a bar, and even watching television in bed together. As the story progresses, Lalonde suddenly realizes that he must let the mannequin go, with it floating away in the dark water, as Lalonde painfully curls up on the floor beside his empty bed.
On the day of David Bowie’s untimely death, Lalonde paid his respects by writing ‘Forget Me,’ which happens to be the opening track of Born Ruffians’ new record ‘Uncle, Duke & The Chief!’ The acoustic track opens with the haunting line, “Someday, a white light will come for you,” implying that death is approaching and inevitable. Lalonde completes the line with a reassuring, “to comfort you,” which suggests that though we cannot escape our fate, that’s not a valid reason to be fearful. Pulling inspiration from The Flaming Lips’ ‘Do You Realize??,’ Lalonde says, “We’re all doing this together, we’re all on the exact same path—it’s just that some of us are ahead of others.”
Although ‘Forget Me’ introduces a considerably different sound from Born Ruffians’ previous releases, the melodic tune remains stuck in my head, as I reflect on my dubious future. The purity of handclaps and acoustic strumming—with just a slight hint of tambourine rattles—invites listeners to imagine a crowd full of people singing along to the line, “Wait for me ‘cause I’ll be right behind you!”
Watch Born Ruffians’ music video collaboration for ‘Forget Me’ below:
Now that you’ve heard ‘Forget Me,’ get ready for more goodness because Born Ruffians are set to release their full-length album ‘Uncle, Duke & The Chief’ on February 16th! Feel free to leave your thoughts on Born Ruffians’ new single ‘Forget Me’ in the comments section below, and follow my blog for more music posts!
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