Born Ruffians reveal video for single ‘We Made It’

On the heels of announcing their new album, ‘RUFF,’ Born Ruffians have shared the video for their first single We Made It. Inspired by weird videos like Memory Hole, the band’s concept for the video was to make it like an unfolding art project. The video contains a storyline about a down-on-his-luck man “making it”, but is intercut with chaotic, frantic dream-like footage. There is something fundamentally disorienting to it. Watch the video for We Made It via YouTube below.

The band had this to say about the We Made It video and their new album, “It will become more apparent in the months ahead, but the video hints at some other weird things that we’ve been up to. This album release is loaded with surprises and we’ve wanted to treat everything we do that way, from the physical album, to the videos, to the live show.” They added, “We want to treat this video as a treasure hunt of sorts – the narrative is non-linear and demented, but as the months progress and we release more content, the meaning and interpretation of this video changes. This is the viewer’s visual entry into “RUFF world” – a weird, deranged dreamlike space, not unlike the album’s artwork. The 90s homemade VHS video camera style ties into other things in the works, and the editing style reminds viewers of the look of taping over old footage on VHS tapes.”

‘RUFF’ stands as a poignant marriage of form, content and process that is without a doubt Born Ruffians’ most focused and mature work to date. ‘RUFF’ will be released in Canada via Paper Bag Records on October 2nd. Pre-order ‘RUFF’ from here from iTunes. Pre-order CD and vinyl here from Paper Bag Records.

Track listing:
Don’t Live Up
Stupid Dream
Yawn Tears
Don’t Worry Now
When Things Get Pointless I Roll Away
& On & On & On
Fuck Feelings
(Eat Shit) We Did It
We Made It
Let Me Get It Out
Shade To Shade

For more information on Born Ruffians, visit bornruffians.com.