Usually one waits until they release a song before they label it a "global smash hit." But LA-based rockers Surf Curse have taken a bold approach with their latest single "Sugar" and its video directed by the band's two core members Nick Rattigan and Jacob Rubeck. The now-fourpiece performs on a fake talk show where the nerdy host announces their performance of the major hit, which it has yet to become in our own reality. The band is manifesting. Or maybe Surf Curse knew they had a hit on their hands after brushing shoulders with viral fame recently when "Freaks" from their debut album Buds went viral on TikTok nearly a decade after its release.
Their new single, which bursts into rapturous gallops, announces their currently unnamed fourth album. "Sugar" was produced and mixed by Chris Coady, who's worked with Beach House, SASAMI, and Yeah, Yeah, Yeahs. Their forthcoming album will be their first major release since signing to Atlantic.
Watch the video for "Sugar" below.
