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L.A. Newcomers Y LUV Unveil 'Keep It Rollin' Video [Exclusive Premiere]

9-10-2012 12-56-39 PM

The Los Angeles music scene is buzzing with exciting new talent who are about to burst into the national (and global) spotlight. Last week, I wrote about Kitten who has been an LA crowd fave for a while now and was recently scooped up by Atlantic Records. But there's a lot more hotness coming down the pipe in LA with acts like Capital Cities, ZZ Ward, Meg, DWNTWN, Blondfire, Lincoln Jesser and indie outfit Y LUV rapidly gaining momentum.

Y LUV is the teaming of Freddy, Sam, Marcello, Evan and Luke who first met in college at USC. Together they craft a peppy blend of synth-edged dance-rock with hooky DIY pop stylings that is mightily infectious. For the sake of simplicity, think of their music as a mixture of The Killers and Foster The People, another Los Angeles outfit who have hit the big time. Y LUV is currently preparing the release of their independent new EP, entitled "It Doesn't Have To Make Sense," that will be released on October 1.

The EP includes the group's fantastic new single "Keep It Rollin," a richly melody, escapist pop jam that's driven by a throbbing bass, swelling synths and Freddy Janney's piercing vocals that instantly makes the group stand out from the pack of risers. It's a tune that is slightly left of center that will without a doubt please the folks who are looking for the new and the next, but it still packs plenty of pop to capture the interest of hardcore pop aficionados.

I partnered with Y LUV to exclusively premiere the brand-new video for "Keep It Rollin" today. The mini music flick was expertly directed by Justin Hamilton who plays with light and colorful projections to amplify the atmospheric and gently soaring qualities of the song. Also prominently featured is dancer Sophia LaVonne who adds her own unique visual poetry to the production.

The band explains, "We wanted to represent the dreamy and upbeat vibe of the music and the vulnerability of the lyrics," Y LUV frontman Freddy Janney tells me. "Sophia LaVonne did an amazing job dancing to the track and Justin Hamilton made it all come together." (Support #newpop and download Y LUV "Keep It Rollin" on Bandcamp.)

September 10, 2012 | Permalink