Los Angeles, USA
“It was the coolest thing skating down Broadway and down through Times Square at one in the morning after we’d finished up a session.”
In the past decade, the internet has taken on a strange dual power. At once, it is the all-devouring void–a black hole repository where random YouTube videos, Soundcloud uploads, tweets, Facebook statuses, and Tumblr posts go to die–and the information railgun, capable of launching pieces of content into stratospheric, viral orbit–or, at very least, into the right hands.
After Australian quintet The Rubens recorded their first demo, “My Gun,” lead singer Sam Margin posted it online, expecting little more than a quiet reverberation in the void. Instead, it rattled its way into the hands of Grammy Award-winning producer David Kahne, jump-starting a journey that would push the band to the top of the Australian pop charts.
From internet ether, The Rubens have begun to leave their imprint on the world beyond the screen, hitting SXSW, Governor's Ball, and Bonnaroo, building a reputation as stellar live performers. A debut album on a major label marks the carrot atop their fairy tale for the digital age, a story still in its infancy.
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Gabriella Maria Serra
Monica Lopez de Victoria
Mr. Henry X