{"id":26306,"date":"2017-07-29T12:15:37","date_gmt":"2017-07-29T16:15:37","guid":{"rendered":"http:\/\/cultureaddicts.com\/?p=26306"},"modified":"2017-07-30T03:33:39","modified_gmt":"2017-07-30T07:33:39","slug":"gary-numan-releases-video-for-my-name-is-ruin","status":"publish","type":"post","link":"http:\/\/cultureaddicts.com\/?p=26306","title":{"rendered":"Gary Numan releases video for ‘My Name is Ruin’"},"content":{"rendered":"

\"GaryGary Numan\u00a0will release his 22nd album ‘Savage (Songs From A Broken World)<\/a>‘\u00a0on\u00a0September 15. The announcement comes shortly after the British electro pioneer was awarded the\u00a0Inspiration Award\u00a0for songwriting and composition at the\u00a0Ivor Novellos.<\/p>\n

‘Savage (Songs From A Broken World)’\u00a0is an album with a narrative that’s set in an apocalyptic, post-global warming Earth in the not-too-distant future. There is no technology left and most of the planet has turned to a desolate desert wasteland. Food is scarce, water even more so and human kindness and decency are just a dim and distant memory. Western and Eastern cultures have merged, more because of the need to simply survive than any feelings of greater tolerance or understanding. It’s a harsh, savage environment, as are the survivors who still roam across it.<\/span><\/p>\n

While\u00a0Numan\u00a0was writing the record,\u00a0Donald Trump\u00a0was elected\u00a0President of the United States. It made sense to make him and his climate decisions the catalyst for the apocalypse theme of the album.<\/p>\n

“The songs are about the things that people do in such a harsh and terrifying environment,”<\/em> explains\u00a0Numan. “It’s about a desperate need to survive and they do awful things in order to do so, and some are haunted by what they’ve done. That desire to be forgiven, along with some discovered remnants of an old religious book, ultimately encourages religion to resurface, and it really goes downhill from there.”<\/em><\/p>\n

The album was produced by long-term collaborator\u00a0Ade Fenton, with recording sessions split between\u00a0Numan’s\u00a0own studio in\u00a0LA, and in the\u00a0UK.\u00a0Numan\u00a0and\u00a0Fenton’s\u00a0creative connection goes back to\u00a02006’s ‘Jagged’. “Ade is not only extremely creative but ridiculously hard working, even in difficult circumstances,”<\/em> says\u00a0Numan. “It’s easy to discuss alternative ideas with him, he’s not precious about things and is always looking to make the music better, even if that means, on very rare occasions, undoing his own work and starting again.”\u00a0<\/em><\/p>\n

As the project took shape,\u00a0Numan\u00a0also set up a Pledge Music campaign to create an experience for fans that would let them see how an album was put together, from the first note to the finished shrink wrapped package. It was a strategy that brought\u00a0Numan\u00a0closer to his fans, and allowed him to communicate the blood, sweat and tears that goes into making a record. The campaign grew so successful that\u00a0Numan\u00a0consequently secured a record deal with\u00a0BMG.<\/p>\n

The album’s first single My Name Is Ruin<\/em> is\u00a0a menacing industrial march in which the unrelenting mechanized intensity is countered by the humanity of its sweet, swirling backing vocals which exude a palpable Egyptian influence. It’s immediately captivating but brutally uncompromising: the sound of an artist eager to continue to push both himself and his audience almost four decades after presenting his initial sonic prototype.<\/p>\n

The accompanying video for the track was directed by visual artist and musician\u00a0Chris Corner\u00a0of\u00a0IAMX. Filmed in the desolate deserts of southern\u00a0California, it features a special guest in the shape of\u00a0Numan’s\u00a011-year-old daughter\u00a0Persia\u00a0who also contributes vocals to the track. With the foreboding setting and temperatures reaching 48\u00baC during the shoot, the stunning location was the perfect backdrop for an album that examines a world struggling for survival after the devastation of global warming.\u00a0Watch My Name Is Ruin<\/em> via YouTube below.<\/p>\n