Fresh from their appearance at SXSW, Newcastle via Brighton trio Demob Happy have shared their new single and video "Run Baby Run". The track is taken from the band’s forthcoming third album Divine Machines, due for release May 26th via Liberator Music.
A sci-fi cautionary tale from a distant planet, "Run Baby Run" sees Demob Happy bestow brooding rock at its most compelling, with all-encompassing crescendos yearning for true liberation. Speaking further about the track the band says “It’s the last cry of hope from the only one who saw it coming, where two realities exist side by side, one accepted and one denied - the enforced corporate consensus and the paradigm-shifting truth of it all. Like The Stepford Wives or the last days of Rome, the sickly veneer grows thinner, so the lies are made ever more cartoonish as the reality becomes harder to deny. It’s a false paradise where two paths emerge: to be blissfully ignorant or accept an uncomfortable reality.”
Kicking off 2023 with a bang, Demob Happy announced their new album Divine Machines in January, their first on new label Liberator Music. The trio hailed in the new era with the raucous "Voodoo Science", earning the covers of The Rock List and New Noise on Spotify and wracking up several plays on BBC Radio 1 with Clara Amfo and Jack Saunders, with the latter stating "it's like Daft Punk got abandoned in the desert and found by Josh Homme of Queens Of The Stone Age.”
Since forming more than a decade ago back in their hometown Newcastle, Demob Happy have earned every increasingly exciting career milestone through a combination of hard graft and gritty determination that would KO most bands. They’ve gigged incessantly, building on the excitement surrounding 2015 debut album Dream Soda with NME saying “the band balance heaviness with hooks, antagonism with hedonism”, and 2018’s Holy Doom which DIY proclaimed as an “absolute stormer”. Their albums and string of knock-out singles since 2019 have seen the band amass well over 45 million collective streams.
Divine Machines as a whole is a record that Demob Happy had to build towards. It’s the product not just of a strange extended period of work - both on the album and on themselves - but of an entire career spent putting in the hours, believing tirelessly in what they’re doing and, slowly but surely, watching the world start to believe in it too.
“We’ve never chased the dragon of success, even though we’ve been encouraged to, but we're not interested in doing it like that. We’ve always done what we wanted, but now it seems like it might align with what other people want as well.”
Listen to Demob Happy's music, pre-order Divine Machines + keep up with them below!