PREMIERE: Born Ruffians’ “Dedication” Video Is a Full-Blown Infomercial

The Midland rockers’ promo campaign for their sixth LP JUICE continues to intrigue.

About a month ago, Ontarian post-punk experimentalists Born Ruffians unveiled their sixth album JUICE in a truly democratic fashion—by enlisting the loyal fanbase they’ve accrued over the past decade and change to spread the word of their single “I Fall in Love Every Night” and its truly bizarre video across socials. 

Today the band is doubling down on this unconventional roll-out with an equally catchy second single, “Dedication,” an equally bonkers video for the track, and a live 1-855 number detailing the Ruffians’ plans for 2020. While the music remains as upbeat as ever, vocalist Luke Lalonde notes that “Dedication” exhibits the band at their most biting. “‘Dedication’ is about destruction,” he notes. “Dedication to global destruction in the name of greed, glory, and God. All of our stupid human follies and fancies. Easter Island on a global scale. How everything modern and human may be designed and dedicated to consumption and death.” 

To highlight this socially accepted form of destruction, director Roger Galvez sets the song to over-the-top infomercial visuals rivaling Tim & Eric’s dedication to capitalist kitsch. “‘Dedication’ is like one of those beautiful poisonous frogs from deep in the rainforest: On the surface it’s all blue, green, and gorgeous, but once you lick that sucker—you’re toast,” notes Galvez. “The song invites you in with immediate energy, and before long you realize you’re singing along to humanity’s demise. For the video we wanted to bottle that trickery and literally sell it.”

Watch the video below, and read on for a handful of Canadian and European tour stops. JUICE will arrive April 3rd on Yep Roc Records—pre-order it here, and hear all about what the band has planned for 2020 at 1-855-909-0280.

03/12 – Toronto, ON @ Meridian Hall
03/21 – Hamilton, ON @ FirstOntario Concert Hall
03/28 – Creemore, ON @ Avening Hall
05/01 – Midland, ON @ Midland Cultural Centre
05/08 – Burnstown, ON @ Neat Café
05/09 – Stittsville, ON @ Rainmaker Brewhouse
05/21 – Cologne, DE @ Burmann & Sohn
05/22 – Darmstadt, DE @ BED x 806qm
05/23 – Hamburg, DE @ Molotow
05/24 – Berlin, DE @ Privatclub
05/25 – Dresden, DE @ Ostpol
05/27 – Munich, DE @ Milla
05/28 – Stuttgart, DE @ Merlin
05/29 – Luzern, CH@ Sedel Club
05/30 – Paris, FR @ Point Ephemere
06/02 – London, UK @ Colours
06/03 – Leeds, UK @ Brudenell Social Club
06/04 – Manchester, UK @ Soup Kitchen
06/05 – Glasgow, UK @ Hug & Pin
06/06 – Edinburgh, UK @ Sneaky Petes


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