Posted: by The Alt Editing Staff
Real heads remember that, in the run-up to the release Hit’s Bestseller LP around this time last year, we premiered their single “The Spot.” The New York quartet don’t plan on slowing things down anytime soon, and they’re already back with a new single. This one’s called “Pure Unreal,” which is a pretty fair way to describe that hook. Hit’s clearly enamored of ’70s power pop, and “Pure Unreal” is a nice muscular update on that formula. There’s a riff about two and a half minutes in, this really bright and jangly riff, that just really takes things to a whole new level.
Vocalist/guitarist Craig Heed shares that
when we were working on “Pure Unreal,” the rest of the band kept interchangeably referring to it as The Song of the Summer and, more simply, “a banger.” We’re a few weeks too late on the former, so the latter will have to do.
It’s one of 15 songs—all Big Ones—that we recorded for our next album, which is shaping up to be really abrasive: lots of demented hooks, warbled vocals, drums that don’t sound like drums, guitars that sound like digital clangor. There’s maybe a slight pinch of that in “Pure Unreal,” but it’s the poppy outlier, and so we opted to put it out as a non-album single. It’s so hard to break through the noise, and even harder to gas yourself up without sounding like a jerk, so all I’ll say is that if there’s a catchier song out this year, I’ll hang up and listen.
We’re excited to premiere the video for “Pure Unreal” exclusively below.
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Zac Djamoos | @gr8whitebison
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