Aaron Rice is getting ready for the release of his new album Neverfade/For Dusk on May 10. Today he’s releasing the latest single from that album, “Tru Life,” and we’re pleased to premiere the video for the song.
The steel drums in the background lend the track a bit of a tropical, exotic feel. When the soulful vocals enter the mix, it’s clear that this is more than your standard electronic dance track. Instead, it’s a purposeful and well-thought-out nugget of electronic-influenced pop music, soundtracking a dramatic music video.
The clip was directed by Wolves and opens with breathtaking cinematography, featuring shots of a large body of water in an otherwise desolate desert landscape. The action centers around a man in a motorcycle helmet lying injured and alone in the desert – as he makes his way through the rugged terrain, the camera cuts to clips of a woman walking through familiar urban scenes like Chinatown, the Los Angeles River, Boyle Heights with Downtown Los Angeles in the background.
“‘Tru Life’ takes place in a strange period of time just after losing someone,” said Rice. “I started living out these fantasies of what life could be like, but in the quiet, unintended moments of reflection beneath all the noise I only felt a profound absence. In my heart of hearts I knew it was too late. I see the video as a representation of these feelings of disorientation; when the horizon is off balance and you can’t see where you’re headed.”
Neverfade/For Dusk is the first solo album for Rice, with the songs being written and recorded in Los Angeles, where he current lives. The songs were mixed and and produced in Brooklyn and Rice’s hometown of Minneapolis. “Tru Life” is the second single to be released from the album, following the lead single “Ghosttown.”
Neverfade/For Dusk track listing
01. “In Time”
02. “So Easily”
03. “Ghosttown”
04. “Only Bodies”
05. “One Week”
06. “Tru Life”
07. “Neverfade”
08. “Heartthrob Mob”
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