Lord Sonny the Unifier Offers Sound Advice

There was this thing that happened. Not too long ago. Oh that’s right the thing was called 2020. And something happened during that time… what was it…a pandemic? No, that’s not it. Lockdown perhaps? Warmer. Oh. That’s it. Greg Jiritano, better known as a Brooklyn based, post-punk psychedelic artist Lord Sonny the Unifier, was literally building a new home / studio after his last one burned down. Whilst at the same time penning a new full-length album. Just given that one juicy fact, you know you are about to be in for some interesting ambitions. The album, officially announced recently for release on March 3rd of next year, is entitled “America’s Newest Hitmaker.” Incredibly enough, all that activity during lockdown, not only did nothing to hinder his inspiration for writing the new upcoming album, but there are also whispers coming from his camp about another release already lined up in the near future as well. “America’s Newest Hitmaker” is a follow up to the critically acclaimed releases, “Final Notice!” (debut album) and recently released EP “All New Information.” This latest effort also involves additional team members. On the production side, with Tony Maimone of Per Ubu, and with Interstellar Smoke Records striking up a distribution deal for a vinyl version of the record. Fantastic news for fellow Bandcampers! His music is always accompanied by eclectic visuals, so there are four music videos also slated for release in the very near future. Lots to look forward to coming up. Lord Sonny reflects on the pandemic time period:

Out of this questioning came more questions, some relief, much introspection and the realization that, among other things, the “politricks” we’re subjected to are in the best interests of the already affluent. The only power we have over the oppressors is what we create in our lives and the love we share with our people. They don’t have that, and we do, and that’s more powerful than anything. In this life, he who sees the most beauty wins. This was an album I imagined Bowie would have made right after Scary Monsters if he didn’t go the Nile Rogers route and grabbed Iggy Pop instead, cranked the guitars and picked out of his closet some of his old synthesizers.

Greg Jiritano on the inspirations behind “The Newest Hitmaker”

Howl,” the first single from the album was released on November 4th. A raucous post-punk meets Motorhead vibing track, it quickly has become Lord Sonny’s most popular trending track on Spotify. The second single to follow, “Don’t Be An Asshole,” fittingly, was released on Black Friday November 25th and has already sprung to his second most popular trending track on Spotify just two weeks later. One big commonality between the two that jumped out at me right away are wicked synth solos. I love that. They are gnarly, it’s like he’s wailing on the keys like an electric guitar. Don’t fret (ha, pun intended) the guitar is not neglected at all in his sound either. Plenty of tasty licks there as well. His description of his sound is “Post Punk Biker Psychedelia,” and that is quite precise. Being as he is Brooklyn based; I can’t help but think of certain funky hipster aesthetics that accompany the vibe as well. First artist I think of that comes to mind in that area is TV on Radio, and while I don’t see a direct correlation in terms of sound, I do think that there are times when those regional influences cross paths. It’s cool. It’s like if Lemmy were to walk into a bar, knock back a stiff drink, smack someone in the face, and then start bustin’ sweet dance moves throughout the ensuing barfight. Yet, that’s just the sound. The message is quite Beatle-esque. And one I stand by wholeheartedly. It’s the golden rule, but stated plainly. Words to live by. Don’t be an asshole. I mean, that’s basically All You Need is Love without the wishy washy. Keep an eye out for more to come, Lord Sonny has much more coming at a rapid pace!

Don’t forget to support this project and to follow on Instagram, Facebook, Twitter, YouTube, Apple Music, and Spotify. You can also visit their official website. If you enjoy their music and are able to provide monetary support, you might consider downloading it on Bandcamp; for virtual concerts, you can go to songkick “Live from their sofa to yours”.

It also helps to stream and share their music; you can obviously find it in the following Playlists: Less Than 1,000 Followers, Fresh Singles, Alterindie State Of Mind, Sickest & Dopest, and Unknown But Essentials!

Remember that you can always find me here AMS Radio for all my social media and collaborations. 

P.S. If you enjoy discovering new artists and fresh new music you can subscribe to this blog Less Than 1,000 Followers and follow the Playlist with all the artists that we have presented here!

This coverage was created via    Musosoup   #sustainablecurator


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