Tag: Yumi Zouma Truth or Consequence

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.”

Video by William Ruben Helms

New Video: JOVM Mainstays Yumi Zouma Returns with a Shimmering and Ambivalent Pop Confection

Throughout the course of this site’s almost 10 year history — yes, 10 years! — I’ve spilled quite a bit of virtual ink covering the internationally acclaimed synth pop act Yumi Zouma. Originally formed in Christchurch, New Zealand, the act has featured members spread out across the globe most of their history together, with Josh Burgess (guitar, vocals) based in New York, Charlie Ryder (guitar, bass, keys) based in London and Christie Simpson (vocals, keys) based in Christchurch. Over the course of the band’s history, they’ve received praise across the blogosphere and from internationally recognized outlets for a breezy yet bittersweet, 80s inspired synth pop sound centered around Christie Simpson’s ethereal and achingly tender vocals.

Late last year, the acclaimed indie electro pop act signed to Polyvinyl Record Co, who will release the band’s highly-anticipated, self-produced, third album Truth or Consequence. Slated for a March 13, 2020 release, the album thematically focuses on distance — both real and metaphorically. with the album’s material touching upon romantic and platonic heartbreak, real and imagined emotional distance, disillusionment and being out of reach. 

The JOVM mainstays started off 2020 with the release of the album’s first official single “Cool For A Second.” Christie Simpson’s ethereal, wisp-like vocals effortlessly glided over softly padded beats, shimmering synth arpeggios and soaring hooks — and while being simultaneously hopeful and melancholy, the song thematically was centered around the idea that life doesn’t always provide the answers or closure you may want. But it manages to capture the sense of relief that comes from recognizing and saying the truth — even if only to yourself. 

“Southwark,” Truth or Consequence’s latest single is a cinematic and swooning bit of synth pop, centered around a New Order-like bass line, shimmering synth arpeggios, an anthemic and infectious hook paired with Christie Simpson’s ethereal cooing. Much like the album’s previously released material, the song is somewhat ambivalent: there’s hopefulness in finding love and being in love, but the melancholy awareness that nothing is perfect and all things come to an end, one way or the other. 

Sharing the meaning behind the track, songwriter Christie Simpson explained that the song “…feels like a dedication, a mantra, a promise to myself. I wrote the chorus line about the someone in particular that I was with at the time, but it now feels like a universal truth for my relationships, a dedication that goes to every person I’ve loved and those that I’m still loving now. I can be quite dramatic in love and relationships, and I don’t always do or say the right thing when I should, but I do throw myself in completely (for better or worse). I loved that idea of repeating that dedication – ‘I am imperfectly yours’.” Adding, “This track has haunted me a little every time I listen, there’s something melancholy that sits in there alongside that overall feeling of quiet elation. I suppose that speaks to the classic dichotomy of love and relationships – nothing is ever 100% good or perfect, and that’s what I am constantly trying to come to terms with.”

Directed and shot by the members of the JOVM mainstay act, the recently released video is split between footage of the band performing the band in the studio, the band at the beach at sunset with Lorenzo Fanton’s specifically created font superimposed over the proceedings — essentially creating a visual that’s part lyric video and part official video. “A bit of a Yumi tradition is having at least one video on a record we shot ourselves,” the band’s Josh Burgess explains in press notes. “While we’re not going to be nominated for an Oscar anytime soon, it’s always fun to grab a camera and start shooting. It felt like too good of an opportunity to pass up having us all sitting there in a photo studio mere moments after the centerfold picture of our record. From there we headed off to the beach for sunset. Christie wanted to get into the water but the threat of hypothermia proved too much! It’s also the first video/time we’ve ever revealed lyrics so overtly! The fantastic Lorenzo Fanton’s typeface was too good to pass up!”

Video by William Ruben Helms

New Video: JOVM Mainstays Yumi Zouma Releases a Gorgeous and Heartfelt Visual for Shimmering Pop Confection “Cool For A Second”

Originally formed in  Christchurch, New Zealand, the internationally acclaimed synth pop act Yumi Zouma, currently features members spread out across the globe with Josh Burgess (guitar, vocals) based in New York, Charlie Ryder (guitar, bass, keys) based in London and Christie Simpson (vocals, keys) based in Christchurch. Writing and recording by email out of necessity, the band initially wasn’t meant to be a live project but over the years, they’ve received praise across the blogosphere and international outlets for a breezy yet bittersweet, 80s synth pop inspired sound centered around Christie Simpson’s ethereal and achingly tender vocals.

Now, as you may recall, the acclaimed indie electro pop act signed to Polyvinyl Record Co. late last year, and to celebrate the occasion, they released the self-produced single “Right Track/Wrong Man,” an upbeat, disco-tinged meditation on the closure gained by accepting that it’s time to move on and forward. Yumi Zouma begin 2020 with the announcement that the band will be releasing their highly-anticipated third full-length album, the self-produced Truth or Consequence on March 13, 2020 through their new label home. Thematically, the album focuses on distance — both real and metaphorically, with the album’s material touching upon romantic and platonic heartbreak, real and imagined emotional distance, disillusionment and being out of reach. 

Interestingly, along with the announcement of their third album, the JOVM mainstays released their latest single, Truth or Consequence’s first official single “Cool For A Second.”  Christie Simpson’s ethereal, wisp-like vocals effortlessly glide over softly padded beats and shimmering synth arpeggios and soaring hooks. While being simultaneously melancholy and hopeful, the song is centered around the idea that life doesn’t always provide answers nor closure and captures the release that comes from saying the truth — even if only to oneself.   

Yumi Zouma’s Charlie Rider explains in press notes that the song was almost scrapped for a B-side before becoming a single. “The song was demoed in Los Angeles and then long forgotten, destined for the scrap heap. A spark of inspiration from Josh in the introduction reestablished that for us, the most conspicuous of melodies are often hidden in modest beginnings.”

Directed by Nick Mckk, the recently released video for “Cool For A Second” stars Benji Mazzone and Yumi Zouma’s Christie Simpson. Fittingly, the cinematically shot accompanying video seems to recall classic 80s movies — but with a seemingly soft focus.  Centered around the central pair of the boy and woman, we see a relationship that’s profoundly affectionate, intimate and familiar. Throughout, there’s a sense that they’re dealing with something monumental in which there’s no real closer — and yet, they have each other to lean on.