The Rubens’ sophomore LP Hoops showcased their inherent knack for experimenting. It saw them delve into unexplored R&B and hip hop territory on tracks like ‘Hoops’ and ‘Bitter End’. Hoops set them up for mainstream consciousness, helped them tick off a few bucket list items, and here we are. Their latest jaunt LO LA RU has seen them enlist Wilder Zoby and Little Shalimar (of Run the Jewels) to create a potentially huge album.
‘Million Man’ was the first taste of the record. At first listen, it feels like you’re not listening to The Rubens. It sounds like any pop-ish middle of the road track. That changes the more you listen. It’s an uplifting banger, a major vibe.
Tracks like ‘Go On’ and ‘I Know’ see The Rubens challenge themselves, especially style wise as they delve further into those R&B and hip hop soundscapes.
‘Freakout’ is a point where the band have particularly succeeded. It’s sad, but beautiful. Margin’s vocals tell a story of heartbreak, and passion, which they’ve done so well on this record.
The Rubens have made a conscious effort to create something unique, beautiful, and different to what they’re used to. The result? A well-constructed album, proving they truly can do anything.
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