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Alt-Rock Virtuoso & Self-Proclaimed Recluse BRANDON CHILD Reflects on Lost Love in New Single “Time”

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Four months after releasing his highly-anticipated sophomore single, Brandon Child — the Toronto-raised alt-rock/pop musician — is back with a surprise, brand-new single all about getting over an ex-lover. It’s called “Time” and it shows that even though he’s new to the scene, Brandon is a force to be reckoned with.

Right off the bat, Brandon reels in the listener with a buttery 45-second guitar solo — which is sonically reminiscent to something of Pink Floyd guitarist, David Gilmour. The magical, blues-inspired guitar melodies make their way back into the song sporadically and keep you enticed, while the up-and-comer’s poetic lyrics are delivered smoothly through a catchy, pop-inspired vocal track.

Brandon started writing “Time” last year after a recent breakup, which is evident after hearing phrases like “those memories I kept of you // Have long since been replaced” and “don’t regret our time together // think I’m better for it now.”

In regards to the latter lyric, the Toronto-based multi-instrumentalist says: “Tough experiences force you to grow stronger and this is a nod to the fact that even toxic relationships can result in an eventual benefit.”

On the opening line — “as the clock ticks down, and sun fades away” — Brandon shares that it’s what started the songwriting process for “Time,” and that it came to him while he was looking at a clocktower outside of his window while the sun faded behind it. “I was playing piano while reflecting on (the) breakup and the rest of the lyrics just fell into place over the next couple of minutes,” he adds.

Much like he did with his previous single, “Same Old Story” (or “SOS”), Brandon recorded all vocals and instruments for “Time” — except drums — from the comfort of his Toronto apartment. The four-minute track is the virtuoso’s third release overall and follows not only 2020’s “SOS,” but his critically acclaimed debut, “Balaclava.”

“Time” was produced by L.A. producer Steve Wilmot and mastered by Noah Mintz, of Lacquer Channel Mastering, in Toronto.

Growing up in downtown Toronto, Brandon Child began his love affair with the guitar when he was 11 years old — years after he started learning the violin at the mere age of four. Since then, the self-labelled “recluse” Child has had an ever-expanding passion for writing and creating music.

Though his music lands him somewhere in-between the styles of alternative rock and pop music, Brandon’s core influences live among blues, soul and rock and roll music. Some of his biggest influences range from the late legend Bill Withers to modern multi-instrumentalist John Mayer, back to the iconic Aretha Franklin, Led Zeppelin, Rush and even Van Halen. It’s clear when you hear his music that there’s no shortage of great artists influencing Brandon’s work.

JUNO Award-Nominated All-Girl Teen Supergroup GIRL POW-R Create Spinoff THE SQUAD & Release Two Remixes

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It’s a remix for the JUNO Award-nominated and chart-topping Canadian all-girl supergroup Girl Pow-R in more ways than one… The Toronto-based teen popsters have divvied up their mega-talents into three mini-groups, and released two hi-hat trap remixes for “Fun All Day” and “Friends Click” — available now — everywhere!

Out today, “Friends Click (Remix)” is the premiere offering from the newly minted Girl Pow-R branch, The Squad — featuring Arielle, Cindy, Emma, and Ida-Maria.

“This song is all about that magic chemistry that happens between you and your good friends — like the girls in Girl Pow-R,” says The Squad. “You don’t need 100 friends, just one. And when you find that one, and you click, the rest is history!”

“It’s the type of history that leads into the vibes behind ‘Fun All Day,’” Girl Pow-R members continue. “This track reflects the magic between you and your best friend, and how you don’t need to feel alone — you’re always there for each other. It’s about how, as you spend more time together and get to know each other even more, you realize the bond between you makes life wonderful.

“There’s always so much you can do together — conquer the world, take a chance chasing your dreams, and you can have ‘Fun All Day,’ wherever you go, and whatever you do!”

Ages 12+, the members of Girl Pow-R and The Squad are Canadian history makers in motion; as one of the youngest artists ever to be nominated for a Children’s Album of the Year JUNO Award, their late-2019 debut album This Is Us has garnered the group well over 1.6+ Million social streams across all platforms — including 330,000+ on TikTok alone. In addition, they’ve also received countless media features in print, web, television and radio, including SiriusXM, Breakfast Television, CityTV, CP24 Breakfast, YTV, TVO Kids, eTalk Canada, Girls’ Life, Tiger Beat, J-14, Celeb Secrets, Fresh 95.3, and more. The album’s title track “This Is Us” debuted on the iTunes Canada Children’s chart at #2 and #15 in the U.S., all in the midst of a summer featuring back-to-back-(to-back) Canadian and U.S. tour stops.

Newfoundland’s Hip Hop Artist FRE$H DADDY B Pays Tribute to Fallen Friend on “ICE”

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Canadian hip hop artist Fre$h Daddy B wrangles grief and the fragility of life in this, his newest single “ICE.” It’s the premiere offering from this year’s freshly pressed four-track EP, Freezer — and they’re both available now.

“This track was made to share the true story of my friend who struggled, and then succumbed, to addiction with methamphetamine,” B shares. “Each track on Freezer holds a raw message: hustle, love, struggle, and peace — in that order.

“It’s time we have something that allows us to be more than the problems we face.”

Originally from Botwood, a rural Newfoundland town with a population less than 3,000, Fre$h Daddy B (né Brandon) initially made waves on the scene with his official full-length debut, Evergreen. In his three years on the scene, additional releases include Fresh LXL Mixtape, the nine-track LP, Dope Mixtape, a double-single, Project Hope — plus another fistful of singles — and now Freezer.

The new EP — and “ICE” specifically — speak to Fre$h Daddy B’s deeply personal life experiences as powerful inspiration for lyrics, it was Evergreen that set the standard.

“With every project we drop, there’s a new level of self to discover and a new piece of world to learn about,” he considers. “I spoke about this on that first album, but from an early age, I was labelled as a ‘problem child…

“Turns out, it only further motivated me to establish my career.

“Growing up with a single mother, I spent my early years caring for my younger brother, Chance,” he continues. “We would spend all our time plotting ways to make it out of there, together — it was hell. I never considered ourselves poor even though, looking back, my mom was coming home from bartending to count nickels and dimes, hoping we had milk and cereal for the next day. Guys would use her for a place to stay, and bring drama and drugs with them; this was the start to a long term of childhood abuse.”

The line in “ICE” that says ‘still praying in these street lights’ speaks specifically to the dynamic artist’s quiet and reflective moments of introspect. “Late nights walking home, I’d see a small church with a statue of Mary and a fountain…” he shares. “This quickly became a place of solace amidst it all.”

Because of such, it was important to incorporate familiar areas when it came to the video for “ICE,” he says. “Filming our messages across Newfoundland has always been part of the dream; there’s so much more than what meets the eye.

“Our community was going crazy when we were filming this; we had people pulling up on set, popping out to see what was on the go. Even though we had picked one of the coldest days that week to film, and make sure we had the right aesthetic, they all stuck around to watch.”

When his most recent tour across Canada arrived at an abrupt halt — (“due to some crazy events,” he shares. “Seriously: listen to Dope Mixtape and “Lil Bit’ for the full story!”) — Fre$h Daddy B diligently refocused his energy back to songwriting. “I’m sinking my time into creating more art,” he shares. “The progress on this journey is truly what’s making it awesome. It’s awesome being in a position where I can do this. Life’s good this way.”

Everything You Need to Know About Clubhouse [Infographic]

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This is an infographic by Branex that describes the Clubhouse app and offers useful information so that you can know more about this new, trending app.

Walk Off The Earth Live From Inside Danforth Music Hall

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Jim Beam Bourbon Presents Live From Inside returns to Danforth Music Hall with two performances from musical phenomenon, Walk Off the Earth on Friday, April 23. Tickets for the virtual performances are on sale now at www.livefrominside.ca with a portion of ticket sales benefiting the Unison Benevolent Fund.

Based just outside of Toronto, Walk off the Earth is a boundary-pushing musical group that has headlined the famed Red Rocks Amphitheater and Wembley Arena, sold out the historic Sydney Opera House, and notched a top 10 single for thirty straight weeks in Canada as well as a top 25 in the US. Their collaborations have ranged from songs with Snoop Dogg and Sara Silverman, to Keith Urban and Steve Aoki, and their original songs have sold millions of copies as well as notched billions of YouTube views.

Walk Off the Earth’s YouTube covers have won them Streamy awards, their renditions of the national anthem have been performed at the NBA Finals (to glowing reviews from the Toronto Raptors players), they’ve played on Ellen and Good Morning America multiple times, and their songs have continued to top the charts. “Red Hands” (#1 at AAA), “Fire In My Soul” & “Rule The World” (multi-platinum in Canada).

The band has just released their latest single “How It Is

Jim Beam Bourbon Presents “Live from Inside” showcases incredible live performances broadcast from favourite venues across Canada. Viewers enjoy multi-camera performances with crisp visuals and concert quality audio. Fans are able to purchase tickets, register for access, and then stream performances in high definition from the comfort of their homes or on the go.

Demi Lovato Announces New Album “Dancing With The Devil…The Art Of Starting Over” Out April 2

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GRAMMY-nominated global superstar Demi Lovato announced that her new album, Dancing with the Devil…The Art of Starting Over, will be released on Friday, April 2, 2021.

The hotly anticipated album will be a companion piece to her upcoming four-part documentary series, Demi Lovato: Dancing with the Devil, which premieres on YouTube on Tuesday, March 23 and concludes on Tuesday, April 6.

The documentary and album will see Demi for the first time sharing the story of her near fatal overdose in 2018 and give a glimpse into her life today and her path to healing. The deeply personal album is executive produced by Lovato and her manager, Scooter Braun.

The cover artwork for the new album was shot by Dana Trippe in Joshua Tree, CA.

One of the world’s most successful music artists today, GRAMMY-nominated singer Demi Lovato first broke out in 2008 with the Disney Channel film Camp Rock and its sequel Camp Rock 2: The Final Jam in 2010. Also in 2008, she released her debut studio album Don’t Forget. What followed was what continues to be a hit musical career, with top selling and acclaimed hit records and world tours. She also continues to be one of the biggest names on social media with an engaged combined following of over 209 million.

On the music front, Lovato went on to release five more albums with her most recent being 2017’s Tell Me You Love Me. With this release also came the single “Sorry Not Sorry”, which garnered over 195 million streams and climbed to #1 on the viral charts. Other past releases include albums Confident in 2015 and 2013’s DEMI, which hit #1 on iTunes in over 50 countries around the world, as well as singles “Cool for the Summer”, “Heart Attack”, “Neon Lights” and “Really Don’t Care”.

Lovato kicked off 2021 with a performance in the Presidential Inauguration Committee’s “Celebrating America” special following President Biden’s inauguration. This follows notable 2020 performances with the debut of her powerhouse ballad “Anyone” during a stripped-down performance at the GRAMMY Awards and she also performed the National Anthem at Super Bowl LIV. Lovato’s return to the stage was followed by the release of her empowering new single and video “I Love Me”, as well as collaborations with fellow global superstar Sam Smith on “I’m Ready” and dance music star Marshmello on the timely “OK Not To Be OK”. Most recently she released “What Other People Say” with Sam Fischer. Lovato will be premiering her powerful four-part documentary series from YouTube Originals and director Michael D. Ratner entitled Demi Lovato: Dancing with the Devil at SXSW, where it will open the 2021 festival.

Light In The Attic Records announces ‘Willie Dunn Anthology’

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Celebrated archival label Light In The Attic Records is humbled to announce the next chapter in their ongoing Native North America series, Creation Never Sleeps, Creation Never Dies: The Willie Dunn Anthology, which highlights the songs, poetry, and stories of an artist as every bit essential as Gordon Lightfoot, Leonard Cohen, Buffy Sainte-Marie, Bob Dylan, and Neil Young, but without the industry backing required to become a mainstream pop culture household name. Though artistically and creatively a peer, Dunn was also a grassroots activist and direct-action radical with no interest in the showbiz game, yet whose art, poetry and awareness has continued to inspire, influence, and inform generations without widespread commercial acclaim.

Available to pre-order beginning today (2/10), Creation Never Sleeps, Creation Never Dies: The Willie Dunn Anthology will be released on 2-LP gatefold vinyl and across all digital platforms on March 19th. This definitive set honors the trailblazing life and music of the late, great Willie Dunn. Remastered by GRAMMY-nominated engineer, John Baldwin, the vinyl version is complemented by a 24-page newspaper insert, titled WILLIE DUNN NOTES, featuring extensively researched liner notes by GRAMMY-nominated, Willie Dunn Anthology producer Kevin Howes (Voluntary In Nature), and includes insightful interviews with Dunn, his family, collaborators, and a long list of peers including Bob Robb, Jerry Saddleback Sr., Jeannette Corbiere Lavell (OC), and Métis rights leader Tony Belcourt (OC). Also included in the package are letters from the Dunn family, a poem by Alanis Obomsawin (OC), poetry transcriptions, rarely seen archival images, art contributions from Christi Belcourt and Alanna Edwards, and graphic design/typography by Chris Gergley (NNA series). Musically, The Willie Dunn Anthology contains songs previously commercially unavailable from the vaults of the National Film Board of Canada (NFB) and Canadian Broadcasting Corporation (CBC), including the quintessential 1968 NFB recording of “The Ballad of Crowfoot,” plus a career spanning overview of Willie’s songbook. All songs and compositions are officially licensed and approved by the Dunn estate.

Coinciding with The Willie Dunn Anthology release, Light in the Attic announces a much needed and long overdue repress of the GRAMMY-nominated compilation, Native North America (Vol. 1): Aboriginal Folk, Rock, and Country 1966-1985, also available on March 19th in standard black and colored vinyl editions, along with a newly redesigned CD edition that comes in a stylish hardbound book edition. Nominated for a GRAMMY® for “Best Historical Album” in 2016, Native North America (Vol. 1) features 24 Indigenous artists and groups from across the northern half of Turtle Island, including: John Angaiak, Willy Mitchell, Eric Landry, Willie Thrasher, Duke Redbird, Sugluk, and the late, great Willie Dunn. This seminal Light in the Attic title raised the bar for archival releases upon its release in 2014, placing it alongside the Anthology of American Folk Music and the influential Nuggets collection as a lasting musical and cultural influence.

Taking five years to produce, NNAV1 remains an enduring love letter to the Indigenous artists who helped inspire their people and many others through ceremony and song, a revelation and instant classic to music lovers the world over. The compilation has received praise from Rolling Stone, The Guardian, Pitchfork, NPR, CBC, MOJO, The Wire, VICE, and Record Collector Magazine; as well as Indigenous news/music outlets such as APTN, The Nation, Nuxalk Radio, and NCI. With the support of NNA series producer/compiler Kevin Howes, over fifteen Native North America Gatherings were held from coast-to-coast and into the northern/Arctic regions of Canada, with many of the compilation’s veteran artists sharing their monumental songs, poetry, films, and art with Native and non-Native audiences, all coming together to listen, learn, and care. The 2017 gathering at Trinity-St. Paul’s in Toronto was nationally broadcast by the CBC and reviewed by The Guardian, with a who’s who of the Canadian music scene in attendance. Considering the financially motivated destruction of our environment, the conservative political landscape, and corporate bottom-line dominance, it’s bittersweet to report that the revolutionary songs featured on NNAV1 still hold as much meaning today as when they were originally recorded. It’s an indispensable addition to any record collection. Native North America (Vol. 2), featuring Native American artists from the US region, is currently in production.

Available at LightInTheAttic.net and independent record stores around the globe (on 3/19), this repressing of Native North America (Vol. 1) includes three physical editions: deluxe 3-LP set on black wax and limited-edition clear wax (featuring a 60-page book housed in a “Tip-On” slipcase with three “Tip-On” jackets), plus a deluxe 2-CD set (housed in a custom 7”x7” hardbound book with 84-pages). Both editions include comprehensive liner notes by Kevin Howes, artist interviews, unseen archival photos, and lyrics (with translations). Additionally, the acclaimed anthology is available at all digital retailers.

Along with Buffy Sainte-Marie, A. Paul Ortega, and Floyd Red Crow Westerman, Willie Dunn is the most important singer-songwriter to emerge from the Indigenous communities of Turtle Island in the turbulent 1960s. With a full, strong, and beautiful voice, Dunn honored personal heroes such as Crowfoot, Crazy Horse, and Louis Riel through song, as well as William Shakespeare, Samuel Johnson, and T.S. Eliot, expressing the multiplicity of his deep-seated passions, interests, and understandings. Born in Montreal in 1941 to Mi’gmaq and English/Cornish parents, Dunn was his own man, connected to both the city and the land, a poet, troubadour, filmmaker, artist, environmentalist, and grassroots activist/direct action radical who strived to connect with his people and did just that, affecting generations of Indigenous artists and musicians to the present day and anyone else lucky enough to have heard him. Dunn’s first film, The Ballad of Crowfoot, produced for the National Film Board of Canada in 1968, utilized a selection of hand-picked photographs from the National Archives of Canada paired with a powerful song, colonialism from the Indigenous perspective, not to mention a celluloid “music video” offering well before their prominence in the 1980s, revolution from within the system. Crowfoot, emulated by the likes of notable US filmmaker Ken Burns and still screened in classrooms across Canada is simply unforgettable. In “Charlie,” Willie Dunn set the harrowing story of residential school genocide victim Chanie Wenjack to music, almost 50 years prior to The Tragically Hip’s Gord Downie and his much-acclaimed Secret Path, but with little-to-no radio play or media support. This must change. Willie Dunn Anthology associate producer and son Lawrence Dunn said this to The Guardian newspaper about his father in 2017: “The longer he’s gone the louder his words get…” Anyone who has heard “I Pity the Country” will understand, a song as profound as any in existence. “It’s like the reason you are supposed to make music,” enthused Kurt Vile about the tune to MOJO magazine. Sideman, friend, and guitar picker Bob Robb puts his old pal into focus: “If you want to know who Willie Dunn was, listen to his songs.” And don’t forget to share. Unfortunately, Dunn passed on to the spirit world a year before the release of the GRAMMY-nominated Native North America (Vol. 1), but his open support, encouragement, and blessing, made both of these projects possible. All we can do now is to help keep his music alive, a great responsibility that we don’t hold lightly. Thank you, Willie.

GRAMMY Nominated & Top 5 Charting Artist/Producer MALIKA TIROLIEN Wants To ‘Grow’ ‘Higher’ with New Single & LP

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GRAMMY Award-nominated vocalist, songwriter and producer Malika Tirolien’s conscious lyrics and soaring vox are on dynamic display in this, her compelling new single “GROW” — available now.

“This song serves as a reminder to enjoy the process wherever you may be in your life,” Tirolien shares. “It’s about doing the best you can with what you can control.”

The fourth single to land from the Montreal-based artist’s newly released sophomore album, HIGHER, the 11-track LP is the second instalment in her tetralogy marking the elements of Earth, Air, Fire, and Water. The series’ premiere offering, 2014’s Sur La Voie Ensoleillée, saw Tirolien’s powerful sonic poetry explore themes surrounding the Earth — it was about roots, and feeling grounded, she says, whereas HIGHER arrives as more spiritual and cosmic.

“HIGHER is like a map through the world of somebody’s mind,” Tirolien continues. “I see that person as a Black woman navigating between being a warrior, and wanting to cultivate her loving side at the same time. She’s struggling to find balance between her will to fight, and her surrender to love… The necessity to stay grounded, and the calling to elevate and fly.

“Her journey, which started with Sur La Voie Ensoleillée, is continuing with HIGHER — but she no longer walks, she levitates.”

Born in Guadeloupe and now based in Montreal, Quebec, Tirolien has garnered International attention throughout the last decade — including for her electrifying performance on Snarky Puppy’s GRAMMY Award-winning album Family Dinner for the track “I’m not the one,” and her self-produced, composed and written debut, Sur La Voie Ensoleillée (2014), which hit the Canadian iTunes R&B/Soul Top 5 charts.

She’s also the lead singer and co-leader of GRAMMY Award-nominated nine-piece supergroup BOKANTÉ alongside producer and musician Michael League — who also co-produced HIGHER alongside Tirolien.

CHURCH OF TREES + Rough Trade’s Carole Pope + Spoons/Honeymoon Suite’s Rob Preuss Release “World’s A Bitch”

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Canadian electro synth pop trio Church of Trees have collaborated with JUNO Award-winning artist and legendary Rough Trade vocalist Carole Pope on this, their newest single “World’s a Bitch” — available now.

https://www.youtube.com/watch?v=bnXQ5Io8iAM%27

The song and video relay a stirring sonic snapshot of the angst felt and coping mechanisms tapped when it comes to the COVID-19 pandemic, and the world’s desperate need for vaccine distribution.

Mixed and mastered by Jordon Zadorozny (Blinker the Star, Courtney Love, Chris Cornell, Lindsay Buckingham/Fleetwood Mac), “World’s a Bitch” is the lead track from the Ottawa-based band’s forthcoming EP, PAUSE — available this March from band members Bernard Frazer, Tara Hope, and Allison Stanton.

Also featured on the track, the pairing of Pope with Church of Trees came by way of former Spoons/Honeymoon Suite keyboardist Rob Preuss; while working directly but separately with each artist, he had a lightbulb moment, and suggested Frazer write something that might suit Pope’s voice.

“They say to never meet your heroes because they’ll disappoint, but Carole was in such fine form,” Church of Trees’ lead Frazer shares, brimming with excitement on his experience with the rock icon. “She was delightful!

“I’ve been a fan of Rough Trade since the 70s, and Carole’s voice and lyrics have always resonated with me,” he continues. “To write for such a legend was a dream come true; I leapt at the chance, and couldn’t believe she liked it!”

With her hit “High School Confidential” recently inducted into the Canadian Songwriters Hall of Fame, Carole Pope is the award-winning vocalist of Rough Trade, and also known for leveraging her iconic status to openly table discussion around LGBTQ+ sexuality in her lyrics, starting in the ‘70s. “World’s a Bitch” is one of several musical projects Pope is currently working on; most especially, she is dedicated to Attitude: The Musical — a stage production based on the life of her late brother Howard, a New York-based musician who passed away of AIDS in 1996.

Emotionally-driven in many corners of her inspiration, Pope thinks “the song encapsulates how we’re all feeling about being locked down…

“And, you can dance to it!” she adds.

As it would turn out, Preuss ultimately connected the dots for the “World’s a Bitch” video as well; producer and director Morgan Elliot of Suddenly SeeMore Productions is a school chum of his and reached out after hearing the song. “She suggested she could put together a music video to capture the feeling of the track,” Frazer explains, “so Rob put her in touch with me.

“We chatted about a DIY video I had previously done for our song, ‘End of Days,’” he continues. “I had sourced a lot of news footage about Covid for it — images of hospitals overflowing, empty streets, rising numbers, and such. Morgan suggested we use similar footage coupled with imagery of Carole on the streets, singing.

“At first, Morgan and the director of photography, Ivan VerLaan, ultimately decided they’d have better results if Carole was in the studio, and it was then Carole’s idea to source footage from fans showing their own related burnout scenes. Morgan really championed the idea and, between Carole’s and Church of Trees’ fans, we had several hundred entries within a week.

“It was so great of these folks to let us inside their lives like this, and show us how they are dealing with their own personal struggles around Covid.

“This, and they were so incredibly creative!”

Underscoring the universal fact of an outsized populous responding to — and living through — a global pandemic, footage poured in from all corners of the globe, including the UK, Sweden, Germany, Greece, and Japan — not to mention all across North America.

And it wasn’t just friendly fan faces filling the screen; Church of Trees members Frazer, Hope and Stanton — as well as Preuss and Zadorozny — are also featured. “Everyone really embraced the concept and sent back stellar footage,” Frazer says. “It was clear the video was about ‘being under lockdown’ and how each of us were handling it, so there was no need for generic footage anymore. The fans were telling the story — their story — and that made so much more sense.

“Morgan worked with Frank Cassano to assemble the final cut, and his edits not only tell the story of Covid burnout, but with humour. It was wonderful to see just how much heart everyone put into the project: the band, the team, the fans, and especially Carole… She’s a superstar.

Church of Trees are an Ottawa-based synth pop project that first splashed onto the scene with their breakthrough EP, Primitive Creatures, in 2017; the offering quickly resonated with new fans worldwide, landing them on a host of ‘Top Album’ roundups and chart-topping spots along the way.

Their sophomore release, The Dark & The Light (2018) made way for an edgier sound, while 2020’s follow-up, New Bold Dawn, continued to build grit and attitude into their now-signature sound.

It’s “Now or Later” for Saint Paul, Minnesota’s Hip Hop Artist ATR

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After racking up 36,000+ Spotify streams alone, ATR has dropped his newly minted video for “Now or Later” — available now.

Produced by 9Gotti (GuerellaTunez), it adds to his 330,000+ total spins on the platform — including his latest LP, 2020’s Nobody Knows Me — and hails from his 2018 pressing, Microwave. The bass-heavy, digitally produced dance track is driven heavily by ATR’s signature rapping style and the iconic steel drum sample used in Soulja Boy’s 2007 breakthrough anthem “Crank That.”

To ATR, the three-minute track “embodies what perseverance is.”

Though born in Oklahoma City and raised in Los Angeles, the ambitious musician now resides in Saint Paul, Minnesota. Despite living there — away from the bumping L.A.-music scene, ATR says he has exactly what it takes to thrive in the industry.

It might be worth mentioning that musicianship is in his blood and DNA too: His brother is the aforementioned producer, 9Gotti, and both his dad and uncle made it onto the Billboard Charts in 1972 with their hit single, “Mama’s Little Baby (Loves Lovin’).” Though five-piece family band — Brotherly Love — were a one-hit wonder, they received follow-up success with two singles that year, “I Don’t See You in My Eyes Anymore” and “Bingo.”

Determined to make a name for himself on the scene, ATR has spent the last decade honing not only his performing abilities, but his songwriting skills too. As shown in “Now or Later,” he even developed — and mastered — the ability to create catchy algorithmic tunes. His skill sets span from being able to crossover into the pop world as a natural singer; drift over to R&B; and also showcase a vicious, lyrical rapping capability with his witty and relentless. Armed with these musical talents, ATR feels destined to become an international sensation — with the added goal of eventually becoming a Grammy Award winner.

Before even releasing his debut album, ATR garnered more than three million+ votes on the now-defunct music website BET.com, thanks to two top-rated singles of his own: “Turn it Up a Notch” and “What’s Your Name.”

Late last year, ATR released Nobody Knows Me and has received acclaim since then. He says the album title is a subliminal message to the masses that “when all is said and done” — and hip-hop-lovers hear the record — “you will know ATR.”

As well as Nobody Knows Me — and a handful of standalone singles — ATR has released three other full-length records: Igloos On My Beach (2017), Microwave 2.0 (2019), and “Now or Later”’s LP, Microwave (2018).