Purity Ring ‘Begin Again’

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It’s been particularly quite on the Purity Ring front since the duo dropped their critically adored debut, 2012’s Shrines. But Canadian’s icy electro group is back, dropping the latest cut of their anticipated second record.

Last month the band debuted ‘Push Pull’ which saw the group moving into a less experimental, more pop oriented arena. It was reminiscent of UK electro-pop outfit CHVRCHES, whose masterful blend of pop songwriting and atmospheric dance beats made their debut, The Bones of What You Believe, one of the biggest records 2013. It sees Roddick and James culling back their dark, angular beats for something softer and more inviting. It is clear that on ‘Push Pull’ and ‘Begin Again’, the couple have their eye on world domination.

Unlike ‘Push Pull’, ‘Begin Again’ still holds some shared characteristics with  ‘Shrines’ – James’ child-like, high pitched vocals float over thick sliced trance beats, simultaneously creating an infectious pop song and a hypnotic dance banger.

But what’s difference is the song appears to hold a torch to a bigger sound. A more ambitious, more atmospheric take on what the group achieved on Shrines. It’s futuristic coldness is still in tact, but with a bigger goal in mind. Like the song’s lyrics, with utilise outer space euphemisms to express mending a broken relationship and beginning again, it appears the group is taking a step pack, simplifying their distinctive sound and really drawing in on what makes them so great.

‘Begin Again’ is the result of a group having a clear vision of what they want to be and what they want to create – and executing that exceptionally.

Their sophomore record Another Eternity in out through 4AD on the 3rd of March.

Words by Isabella Trimboli

LISTEN TO MORE MUSIC HERE

SEE ALSO:

PURITY RING ‘PUSH PULL’
PURITY RING ‘AMENAMY’ (JON HOPKINS REMIX)
REVIEW: PURITY RING ‘SHRINES’

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