Acclaimed Australian band The Rubens’ video for their single “Never Ever” featuring Grammy nominated artist Sarah Aarons debuted on Friday.
Of the video, director Anna Phillip says, “This track really speaks for itself. It’s a simple yet poignant story that many people can relate to from either side. That’s where the idea of a split screen came into play. We felt it was important to be able to follow and visualize both parts equally. I think at times we go through these sorts of nights (when relationships are breaking down) wondering whether our other half are doing, thinking and feeling the same things we are. In this story they are. Sam [Margin] and Madeleine [Madden] are both incredibly captivating performers and Sam and Sarah’s vocals are equally as strong. We wanted to make sure you could watch both of these character's experiences unfold in their entirety, not just when they were singing, but also the space between. Why make 1 music video when you can make two!”
The track appears on the band’s highly anticipated new album, LO LA RU, out on June 29 via Ivy League Records. “Never Ever” follows the release of their lead single, “Million Man,” which received critical praise—Billboard called it, “lighthearted,” while Ones To Watch furthered, “The song is easily infectious.” The track also came in at #77 on 2017’s triple j’s Hottest 100.
The story of the LO LA RU began at the 2013 Laneway Music Festival, where The Rubens befriended New York City rapper EL-P and his band, which included his Run The Jewels producers/collaborators, brothers Wilder Zoby and Lil’ Shalimar (aka Torbitt Schwartz). In 2017, this friendship turned into a musical collaboration when both producers flew to the band’s newly created recording studio, housed in a World War II communications bunker in the outskirts of Camden in Sydney’s deep South West. It was here that LO LA RU came to life.