New Video: Canadian Duo FORCES Releases a Bombastic Yet Intimate New Single

 

Over the past few months, I’ve written a bit about the rising synth-based act FORCES. Although it’s a relatively new project, it’s centered round the 20+ year collaborative and romantic relationship between its creative masterminds — Jess and Dave — who may be best known in their native Canada for their previous project, The Golden Dogs. And with Golden Dogs, FORCES’ creative duo wound up working with a virtual who’s who of contemporary, Canadian indie rock including the then-future members of Zeus, Wax Atlantic and Brave Shores, along with Taylor Knox and Stew Heyduk — while opening for Sloan, Feist, Bloc Party, The Libertines, Kaiser Chiefs, Thurston Moore and Roky Erickson.

In 2017, Jess and Dave went into the studio and began working on what they thought would be the next Golden Dogs album — although in some way, deep down they both realized that they kind of knew that it wasn’t. What they started working on was a decided and radical sonic departure from the driving rock sound they’ve long specialized in and were known for. At the time, they found that they were increasingly drawn to a number of a different production styles including The Dead Pets, Liquid Liquid, New Order, The Cure‘s Close to Me and Timbaland. Interestingly, as a result, the duo, which currently splits its time between Montreal and Toronto began to openly experiment with synths, beatmaking and funky rhythms.

As they began changing their sound and approach, Jess boldly stepped up into the role of frontperson, taking on a sultry vocal approach paired with layered, punchy female-led harmonies while Dave began to focus on guitar textures and melodies. The material that they started to write during this new phase was centered around metronomic loops and electronics rather than the drum-bass guitar arrangements they had long relied on. Now. as you may recall, I’ve written about the projects first two singles: the glittering, club banging “Stay On Me,” and the early 80s Madonna-like “Step In A Sway.”  Building upon a buzzworthy profile, the Canadian duo’s latest single is the bombastic, grunge rock-influenced “Say It Now.” Starting with dissonant chords, boom bap-like drumming, the track is centered around a quiet-loud-quiet grunge rock song structure featuring a rousingly anthemic chorus and achingly intimate lyrics. And while sonically the song will bring Beck and Dirty Ghosts to mind, the track is an urgent call to the listener that seems rather fitting considering the state of our world right now — simply put, if you have feelings for someone, it’s best if you say it not and shoot your shot, because you may not have a chance later.

Directed by the band, the recently released video for “Say It Now” was shot on an iPhone and features the duo (mostly headless) performing the song in their video — with playful and mischievous nods, including subtitles in different languages, and footage superimposed on their amps.

“What do you do when in you’re in coronavirus isolation?” the band asks. “Make a video! May this track to bust out of your speakers, and then pull you in nice n close. We hope it can be a reminder – to us and others – that in any loving relationship, growth and change are inevitable. Keeping the lines of communication open – don’t hold anything in. But, be kind, be honest and speak without ego.”

 

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that opens with dissonant chords and builds to a bombastic, anthemic chorus contrasted by intimate lyrics.
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