Blood makes noise

Born Ruffians have shared a new song called “Athena,” is out today. The track is the latest preview from their upcoming album Beauty’s Pride, which arrives June 6 on Yep Roc Records. The video for “Athena” is now available to watch, and the single can be streamed on all major platforms.

Singer and guitarist Luke Lalonde says the song was inspired by the Greek goddess Athena, and how she might respond to modern-day internet arguments. Lalonde explains that “Athena” is about the pressure to always be achieving something, and how that feeling can be hard to escape. Even though the song touches on serious topics, it’s made to be fun and easy to dance to.

The music came together before the lyrics. The band started with a bassline and keyboard part, and Lalonde added vocals later. They recorded the track with producer Roger Leavens and had it mixed by Gus van Go, who has worked with artists like Metric and The Beaches.

“Athena” follows two other recent singles, “Supersonic Man” and “Mean Time,” both of which will also appear on Beauty’s Pride. This new album marks a creative step forward for Born Ruffians. It combines their alt-rock roots with new sounds, including electronic and experimental parts.

Beauty’s Pride also includes a song written and sung by keyboardist Maddy Wilde, who joined the group in 2022. This is the first time someone other than Lalonde has taken on lead vocals on a Born Ruffians record. Wilde’s input adds new energy to the band’s sound.

To support the album, Born Ruffians will tour across Canada this summer and head to the U.S. in the fall. Cities include Boston, Brooklyn, Chicago, Los Angeles, and more. Tickets on sale now. 

With over 20 years as a band, Born Ruffians show no signs of slowing down. Beauty’s Pride proves they are still pushing their sound in bold new directions.