Of the song, keyboardist, vocalist and songwriter Elliott Margin says,“The song became about these two lovers caught in the moment as their relationship drops away. There’s to-ing and fro-ing as they pass blame and second guess their actions before they realise that what they had is already over.”
Anna Phillip, Director, said of the video;"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 visualise 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 and Madeleine 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 one 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 from the likes of Billboard who 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.
The album represents a fully realized sound that picks up on the R&B and hip-hop influences that were hinted at on songs like ‘Hoops’ and ‘Bitter End’, bringing those stylistic references to the fore, without losing any of it’s soulful warmth.
In support of their forthcoming release, the band confirms an extensive forty-date arena tour with PINK in Australia and New Zealand. These shows follow the band’s ‘Million Man’ global tour, which included a run of sold-out dates in Wellington, Auckland, Sydney, Melbourne, Brisbane, Vancouver, New York City, Toronto and London, where they packed-out Scala.
The Rubens are a five-piece alternative rock band originally from Menangle, New South Wales. The band comprises the three Margin brothers, Elliott, Zaac and Sam as well as friends Scott Baldwin and William Zeglis. Their 2016 album, Hoops, is now certified ARIA Gold while their title track is now ARIA Certified Platinum and was awarded #1 on Triple J Hottest 100 Chart. The band has also opened for several major acts including Bruce Springsteen, The Black Keys and Grouplove.
LO LA RU TRACKLIST