Video: Born Ruffians, ‘Don’t Live Up’

Kevin Bronson on September 19th, 2015

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Born Ruffians (Photo by Laura-Lynn Petrick)

“One day we’re gonna make it,” Born Ruffians frontman Luke Lalonde proclaims on the new single “We Made It,” repeating the declaration until he adds, “Fake it until we make it.” It’s the kind of sanguine spirit displayed in the three songs the Canadian indie-rockers have teased so far from their fourth album “RUFF,” due Oct. 2 via Yep Roc Records. They’re a thrill ride of spiky blues-punk-cum-emo, raw-boned and empowering, part of an album the band says “is an exploration into self and aesthetics.” The band — Lalonde along with Mitch DeRosier, Andy Lloyd and Adam Hindle — made the album in Toronto with Jeff McMurrich (The Constantines, Fucked Up). This week they released the Jared Raab-directed video for “Don’t Live Up,” a song that Lalonde says “is about the idea that one’s ideas of what they need to achieve in order to be fulfilled/happy doesn’t always meet the expectations once you get there.” It could be titled “A Day in the Life of a Touring Band.” Glamorous, right?

||| Watch: The videos for “Don’t Live Up” and “We Made It”