The “futuristic pop project” of partners Corin Roddick – producer, formerly of Gobble Gobble – and vocalist Megan James, Purity Ring have quickly became one of the hottest acts around. Despite releasing just two singles last year, they’ve received a level of press coverage equalled only by the supernova building around fellow Canadian and 4AD signing Grimes.
Unlike the forced acclaim heaped on some buzz bands, Purity Ring’s stellar reputation is based solely on thrillingly original music. The songs blend the immediacy of 90s club R&B beats with the lush, atmospheric intimacy of contemporary dream pop. James’ soprano voice is strikingly clear and sits above a gloriously smeary production reminiscent of Clams Casino’s skewed, pitched-down hip hop, some UK dubstep and the icy synth arpeggios of the Knife.
Their debut album is finally out this July. I guess, with just a handful of tracks enough to build up the hype to almost unbelievable levels, it paid Purity Ring to keep their tracks innocence.
Add to your festival schedule.