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The moment you drop the needle (or cursor) on Beauty’s Pride, it’s clear Born Ruffians have made good on a five-year-old promise to rip it up and start again. Just as the introductory synth fanfare of Kid A’s “Everything In Its Right Place” instantly demarcated Radiohead’s career into before/after phases, the opening of Beauty’s Pride presents an equally disorienting about-face, with a flurry of fidgety beats and beaming electronics whisking you into the euphoric strobe-lit banger “Mean Time.” Says singer/guitarist Luke Lalonde : “I just wanted to write something dancey, something completely out of the mould of the band. I was not writing it as a Born Ruffians song, that’s for sure.”
Recorded with returning Birthmarks producer Roger Leavens, and featuring mixing assistance from Gus Van Go (Metric, The Beaches), Beauty’s Pride is a studio creation through and through. While it was a bit of a shock to see a scrappy indie-rock band like Born Ruffians get signed by UK electronic imprint Warp back in 2006, the tranquil textures and electronically manipulated vocals of “All My Life” would fit right in with its roster of ambient soundscapers today. Other tracks savvily reanimate classic alt-rock styles for these totally-wired times: “Supersonic Man” imagines Oasis writing songs that sound like 2067 instead of 1967; “Do” is a ‘90s Weezer jam taken over by Daft Punk’s robots; and “Athena” harkens back to that early ‘80s moment when anti-social post-punk bands started writing socially conscious pop songs with exotic and excitable keyboard melodies. (Lalonde describes it as a track that “dips into capitalist dystopia for a moment, but in a fun, danceable way.”) Even seemingly straight-forward motorik indie-pop cruisers like “What a Ride” and “To Be Seen” are threaded with swirling synth effects and processed vocal filters that heighten the overall sense of disorientation and delirium. But the album’s shapeshifting productions and stylistic detours are anchored by a certain thematic consistency—however accidental
Track List:
1. Mean Time
2. To Be Seen
3. What A Ride
4. Let You Down
5. All My Life
6. Athena
7. Can We Go Now
8. Incoming
9. Supersonic Man
10. The Knowing Is Easy
11. Do
12. Hi
13. In the Meantime
14. Beauty’s Pride
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