Tag: Yumi Zouma Give it Hell

Video by William Ruben Helms

New Video: JOVM Mainstays Yumi Zouma Share a Hallucinogenic Visual for New Single “Astral Projection”

If you’ve been frequenting this site over the course of its almost 12 year history, you may recall that the acclaimed indie synth pop outfit and longtime JOVM mainstay outfit Yumi Zouma signed to Polyvinyl Record Co back in 2020. That same year, they JOVM mainstays released their critically applauded, self-produced third album Truth or Consequences, an album that thematically focused on distance — both real and metaphorical; romantic and platonic heartbreak; disillusionment and feeling (and being) out of reach. 

For the overwhelming majority of the bands I’ve covered over the past 12 years, touring is often the most important — and necessary — part of the promotional campaign for an artist’s or band’s new release. Before they hit the road, that artist or band will figure out how to re-contextualize their new material and even previously released material for a live setting, imagining how a crowd will react to what — and how — they’ll play the material in a live set. Like all of the acts across the world, who were touring — or were about to tour–- as COVID-19 struck across the world, the members of Yumi Zouma were forced to end their tour, which included their first ever sold-out, headlining North American dates, and quickly head to their respective homes, leaving scores of their most devoted fans without the opportunity to hear the new album in a live setting. 

That October, the JOVM mainstays released Truth or Consequences (Alternate Versions), an album conceived as the band’s response to the lost opportunity to re-contextualize and explore the boundaries of the original album’s material through live engagement with fans.

Last year, Yumi Zouma released two singles: 

  • “Give It Hell,” a wistful and bittersweet song centered around a classic Yumi Zouma breezy arrangement. But underneath the aching melancholy is a subtle but necessary celebratory note, a reminder that we will find a way to survive and thrive in the most difficult and unusual circumstances — and as someone far wiser than I once sang “all things will pass.” 
  • “Mona Lisa,” an expansive and breezy pop confection that’s one part New Order and one-part Bruce Springsteen that manages to convey a complicated, shifting emotional state, seemingly influenced and informed by our weird and uncertain moment. 

Both of those tracks will appear on the band’s highly-anticipated fourth album, Present Tense. Dedicated to an embattled past, Present Tense is the JOVM mainstays’ offering to a tenuous future. With the members of the band forced to go their separate ways and return to their homes, Yumi Zouma found themselves in an unusual place: “It was disorientating,” the band’s Charlie Ryder says in press notes. ““We generally work at a quick clip and average about a record a year, but with no foreseeable plans, we lost our momentum.”

In response, the members of the band went to work, setting a September 1, 2021 deadline for the album to be finished, regardless of world events. What initially began in fits and starts became a committed practice again as the band worked on new material, digging through demos from as early as 2018 and making them relevant to that particular — and peculiar — moment in time. “Someone brings in a seed,” the band’s Josh Burgess says, “and through collaboration, it grows into a song that is vastly different from its original form.”

“The lyrics on these songs feel like premonitions, in some regards,” says Yumi Zouma’s Christie Simpson says. “So much has changed for us, both personally and as a band, that things I wrote because the words sounded good together now speak to me in ways I didn’t anticipate.”

The album’s material evolved through remote and in-person sessions in Wellington, New Zealand, Florence, Italy, Los Angeles, NYC and London. Those sessions found the band exploring a broader sonic palette that includes pedal steel, piano, sax, woodwind and string arrangements played by friends around the globe.  The complex scope of the recordings were then fine-tuned by an array of top mixes including Ash Workman, Kenny Gilmore, Jake Aron with mastering by Antoine Chabert. 

“This is our fourth album, so we wanted to pivot slightly, create more extreme versions of songs,” Ryder says. “Working with other artists helped with that and took us far outside of our normal comfort zone.”

Last month, I wrote about “Where The Light Used To Lay,” a single that continued a remarkably run of bittersweet pop confections, centered around Christie Simpson’s achingly tender vocals, shimmering guitars, glistening keys and the JOVM mainstays’ unerring knack for crafting a razor sharp and infectious hook. Interestingly, “Where The Light Used To Lay” has a hopeful, adult perspective on heartbreak, one that seems to say that while you may be down in the dumps today, this too, like all other things, shall end. And you shall yet again find love in all of its complicated, conflicting, nonsensical glory in its due time. 

“‘Where The Light Used To Lay’ eventually revealed itself as a bittersweet song about the agony of detangling your life as you break up and the enticing future, clarity, and lightness that the end of the tunnel can offer,” the band’s Josh Burgess explains. “When we first started writing the song in 2019, we were all in long-term relationships. By the time the final mix was completed in the Fall of 2021, only one of those remained (thanks COVID). It’s funny how songs can end up revealing themselves in surprising ways, even to their writers. It’s equal parts confronting and calming, knowing that the subconscious starts processing long before the conscious comes to it. Regardless, it’s nice to have a moment with a song where you go ‘damn, ain’t that the truth.’”

Present Tense‘s latest single “Astral Projection” is a decidedly 80s inspired song centered around glistening, reverb-drenched guitars, gently oscillating synths, jazz-like syncopation, Simpson’s imitable vocals and an infectious hook. The song’s narrator seems to have come to a wobbly sort of acceptance of the end of their relationship and what it means for them and their life,.

“’Astral Projection’ is about leaning into bad feelings and the mixed results it brings,” Yumi Zouma’s Christie Simpson explains. “Learning to sit with the reality of a relationship not working out as you hoped. Looking towards the future and knowing there will be others, there will be better times, but sitting in the present moment, trying to make peace with that.”

Directed by Alex Ross Perry, the accompanying video is the third and final part of a narrative trilogy featuring our familiar trio of protagonists. They’re trapped in the apartment. One of the rooms turns into a forest, where the individual members lose their minds and have wild hallucinations while trying to escape. Some of the experience is playful and hilarious; some of it is terrifying and dark. Once they stop fighting their feelings, the weird experience clears up — and they’re able to finally leave. Their friendship seems tighter than what it was at the beginning as a result.

Video by William Ruben Helms

New Video: JOVM Mainstays Yumi Zouma Share a Gorgeous and Trippy Visual for Bittersweet Yet Hopeful “Where The Light Used to Lay”

Acclaimed indie synth pop outfit and longtime JOVM mainstay outfit Yumi Zouma, which features members residing in New Zealand, the States and the UK signed to Polyvinyl Record Co back in 2020. That same year, the acclaimed act released their critically applauded, self-produced third album Truth or Consequences, an album that thematically focused on distant — both real and metaphorical; romantic and platonic heartbreak; disillusionment and feeling (and being) out of reach. 

For the overwhelming majority of the bands I’ve covered over the past 12 years, touring is often the most important — and necessary — part of the promotional campaign for an artist’s or band’s new release. Before they hit the road, that artist or band will figure out how to re-contextualize their new material and even previously released material for a live setting, imagining how a crowd will react to what — and how — they’ll play the material in a live a set. Like all of the acts across the world, who were touring — or were about to tour– as COVID-19 struck across the world, the members of Yumi Zouma were forced to end their tour, which included their first sold-out North American dates, and quickly head home, leaving scores of their most devoted fans without the opportunity to hear the new album in a live setting.

That October, the JOVM mainstays released Truth or Consequences (Alternate Versions), an album conceived as the band’s response to the lost opportunity to re-contextualize and explore the boundaries of the original album’s material through live engagement with fans. Last year, Yumi Zouma released two singles:

  • “Give It Hell,” a wistful and bittersweet song centered around a classic Yumi Zouma breezy arrangement. But underneath the aching melancholy is a subtle but necessary celebratory note, a reminder that we will find a way to survive and thrive in the most difficult and unusual circumstances — and as someone far wiser than I once sang “all things will pass.”
  • “Mona Lisa,” an expansive and breezy pop confection that’s one part New Order and one-part Bruce Springsteen that manages to convey a complicated, shifting emotional state, seemingly influenced and informed by our weird and uncertain moment.

Both of those tracks will appear on the band’s highly-anticipated fourth album, Present Tense. Dedicated to an embattled past, Present Tense is the JOVM mainstays’ offering to a tenuous future. With the members of the band forced to go their separate ways and return to their homes, Yumi Zouma found themselves in an unusual place: “It was disorientating,” the band’s Charlie Ryder says in press notes. ““We generally work at a quick clip and average about a record a year, but with no foreseeable plans, we lost our momentum.”

In response, the members of the band set to work, setting a September 1, 2021 deadline for the album to be finished, regardless of world events. What initially began in fits and starts became a committed practice again as the band worked on new material, digging through demos from as early as 2018 and making them relevant to that particular — and peculiar — moment in time. “Someone brings in a seed,” the band’s Josh Burgess says, “and through collaboration, it grows into a song that is vastly different from its original form.”

“The lyrics on these songs feel like premonitions, in some regards,” says Yumi Zouma’s Christie Simpson says. “So much has changed for us, both personally and as a band, that things I wrote because the words sounded good together now speak to me in ways I didn’t anticipate.”

The album’s material evolved through remote and in-person sessions in Wellington, New Zealand, Florence, Italy, Los Angeles, NYC and London with a broader sonic palette that includes pedal steel, piano, sax, woodwind and string played by friends around the globe. The complex scope of the recordings were then fine-tuned by an array of top mixes including Ash Workman, Kenny Gilmore, Jake Aron with mastering by Antoine Chabert.

“This is our fourth album, so we wanted to pivot slightly, create more extreme versions of songs,” Ryder says. “Working with other artists helped with that and took us far outside of our normal comfort zone.”

“Where The Light Used To Lay” Present Tense‘s latest single continues a run of lush yet bittersweet pop confections centered around Christie Simpson’s achingly tender vocals, shimmering guitars, glistening keys and the JOVM mainstays unerring knack for crafting an infectious hook. And much like its predecessors, “Where This Light Used To Lay” has a hopeful, adult perspective on heartbreak, one that seems to say that while you may be down in the dumps today, this too, like all other things, shall end. And you shall yet again find love in all of its complicated, conflicting, nonsensical glory in its due time.

“‘Where The Light Used To Lay’ eventually revealed itself as a bittersweet song about the agony of detangling your life as you break up and the enticing future, clarity, and lightness that the end of the tunnel can offer,” the band’s Josh Burgess explains. “When we first started writing the song in 2019, we were all in long-term relationships. By the time the final mix was completed in the Fall of 2021, only one of those remained (thanks COVID). It’s funny how songs can end up revealing themselves in surprising ways, even to their writers. It’s equal parts confronting and calming, knowing that the subconscious starts processing long before the conscious comes to it. Regardless, it’s nice to have a moment with a song where you go ‘damn, ain’t that the truth.’”

Directed by Alex Ross Perry, the accompanying video for “Where The Light Used To Lay” is the second of a trilogy series, and it features three women — Jessie Pinnick, Lily Sondik and Michaela Brown — trying to enter an apartment. When they do eventually enter, they all walk into a room with velvet curtains, palm fronds and a disco ball. They spend most of the time gently swaying and dancing to music. Each of the women seem locked into their own memories, as though they were dancing the heartache away. They try to leave the apartment only to discover that they’re locked in. And they seem to accept with it a fated shrug.

Video by William Ruben Helms

New Video: JOVM Mainstays Yumi Zouma Returns with an Intimate Visual for Breezy Pop Confection “Mona Lisa”

During the course of this site’s 11-plus year history, I’ve spilled a lot of (virtual) ink covering the acclaimed indie synth pop outfit Yumi Zouma. Last year, the JOVM mainstay act, which features members residing in New Zealand, the States and the UK signed to Polyvinyl Record Co, who released their critically applauded, self-produced, third album Truth or Consequences, an album that thematically focused on distant — both real and metaphorical; romantic and platonic heartbreak; disillusionment and feeling (and being) out of reach. 

Of course, if you really follow and love music, you’re well aware of the fact that touring is often the most important — and necessary — part of the promotional camping for an artist’s or a band’s new release. Before they hit the road, that artist or band will figure out how to re-contextualize their new material and some previously released material for a live setting, imagining how a crowd will react to what — and how — they’ll play in a live a set. Like countless acts across the world, who were touring — or about to tour — as COVID-19 struck across the world, the members of Yumi Zouma were forced to cut their tour short and head home, leaving scores of their fans without the opportunity to hear the new album in a live setting.

Last October the JOVM mainstays released Truth or Consequences (Alternate Versions), an album conceived as the band’s response to the lost opportunity to re-contextualize and explore the boundaries of the original album’s material through live engagement with fans. Interestingly, since the release of Truth or Consequences (Alternate Versions), the members of the acclaimed indie pop outfit have been busy: Earlier this year, they released the standalone single “Give It Hell,” an essentially classic Yumi Zouma track featuring wistful and melancholy lyrics `paired with breezy arrangement featuring glistening synth arpeggios and a gentle yet persistent motorik groove. But underneath the song’s bittersweet air is a subtle celebratory note, a reminder that even in the most difficult of circumstances, we need to be grateful for being here now — and as an old song once said “all things will pass.”

“Mona Lisa,” the second single of 2021 by the acclaimed indie pop outfit may arguably be the most expansive song of their growing catalog: Beginning with an introduction featuring acoustic guitar, rapid fire drumming and Simpson’s imitably ethereal vocals, the song morphs into a breezy pop confection that nods at New Order and Bruce Springsteen — in part to a sultry saxophone-led coda. The song’s expansive and unusual arrangement evokes a shifting and complicated emotional state, seemingly influenced by our incredibly uncertain moment.

“’Mona Lisa’ came to us gradually over a long period of time – so its story has changed and shifted, developing new relevance with each new phase of our lives,” Yumi Zouma’s Christie Simpson explains in press notes. “It’s a song that ruminates on conflicting, shifting uncertainty – of wanting someone that maybe you can’t have – of uncertain boundaries, of confusing interactions, misunderstanding, yearning. Trying to forget an obsession – or shifting between losing all hope and giving in to the obsession – lured back by the excitement and promise – the moments of feeling so alive. The terror and joy of a big crush. And so we wanted the video to feel like a mirror to all those emotions along the passage of time – except in isolation. A year stuck inside (as we have been), alone with the big feelings, the big highs, and the low lows – dancing around your bedroom, losing it a little bit. Moving in, making it yours, moving out again. The strange phase we’ve been existing in, trying to thrive in (occasionally succeeding, but often not). The joy, the sadness, the conflict, the chaos – without ever really leaving your bedroom.”

The self-directed and recently released video for “Mona Lisa” stars the band’s Christie Simpson and is informed by real life events — namely, the jubilation, claustrophobia and mayhem of months in lockdown in both the UK and her native New Zealand: Simpson had just moved back to New Zealand after making the fortuitous decision to head to London the week before the outbreak of COVID-19. And in the video, which was filmed in Lyttleton, New Zealand, we see Simpson move into the studio apartment, make it her own and gradually lose her mind. Interestingly. the room was built by the band to match the artwork for the single.

Single Review by William Ruben Helms

During the course of this site’s 11-plus year history, I’ve managed to spill quite a bit of virtual ink covering the acclaimed indie synth pop act Yumi Zouma. Last year, the JOVM mainstay act, which features members residing in New Zealand, the States and the UK, signed to Polyvinyl Record Co, who released their critically applauded, self-produced, third album Truth or Consequences, an album that thematically focused on distant — both real and metaphorical; romantic and platonic heartbreak; disillusionment and feeling (and being) out of reach.

Touring is often the important — and necessary — part of the promotional campaign for an artist’s or band’s new release. Before the tour, the artist or band will begin to figure out how to re-contextualize their new material and previously released material for a live setting, imagining how a crowd will react to what — and how — they’ll play in a set on tour. Much like countless acts across the worlds, the members of the acclaimed JOVM mainstay act had to cut their tour short and put the rest of their plans on hold, leaving scores of their devoted fans without the opportunity to hear the new album in a live setting.

Last October, Yumi Zouma released Truth or Consequences (Alternate Versions). The album was conceived as the band’s response to the lost opportunity to re-contextualize and explore the boundaries of the original album’s material through engagement with fans live.

The JOVM mainstays’ latest single “Give It Hell” is essentially classic Yumi Zouma — wistful and melancholy lyrics paired with breezy, hook-driven synth pop. As always, Christie Simpson’s gorgeous vocals float over an equally ethereal arrangement of glistening synth arpeggios and a gentle yet forceful motorik groove. But just underneath the song’s bittersweet air is a subtle celebratory note, a reminder that in the most difficult of circumstances, we need to be grateful for being here right now. Perhaps more than ever, “Give It Hell” is fueled by deeply personal experience:

“Before we went on stage for the only show we would play on our sold-out 2020 US tour, we held each other tight,” Yumi Zouma’s Josh Burgess says in press notes. “Fighting back the tears, someone said, ‘let’s give it hell tonight’. The next day, Truth Or Consequences was released. We drove to New York, took some photos, and dispersed back to our homes in the US, UK, and New Zealand. We haven’t been in the same room since. “To ‘give it hell’ is one of the strongest ways to stay present. Throwing yourself entirely into something, knowing it’s all you can give – it can be equal parts rewarding and humbling. This song encapsulates us digging deep, pushing through self-doubt, and being grateful for the purpose and process of making music together. Especially when it’s hard and feels futile. In the spirit of staying present, we wanted to release this song NOW, and not wait for any other moment than this one.”