Indie-pop duo Ruby Red have signed to Virgin Records and shared a brand new single, “Too Late (To Call),” co-produced by Nineteen85 and DallasK. The record blends lyrics tinged with yearning and wistfulness with an injection of infectious rhythm for those looking to lose themselves on the dancefloor.
The music video accompanying “Too Late (To Call)” finds our protagonists in a bunker awaiting a blinding red light and an exploration into a smoldering landscape.
Ruby Red craft all aspects of their universe from the music, video concepts, a live laser show, and everything in between. The group’s members—Laner and Fine—were both involved in creating the treatment for the video, which was directed by Fine himself alongside Bryan Lamb. The use of generative adversarial networks to form AI generated mutations of the guys merging into one another pushes the boundaries of the technology used in music videos today.
On the record, Ruby Red says: “The story of this song starts over a year ago now, on the day that the sky turned dark red in the Bay Area. Thanks to smoke from nearby wildfires, our beautiful home had been converted into a hellscape overnight. It was definitely surreal, but oddly bittersweet as well, as it kind of forced us to reminisce about the world we saw ending all around us. Whenever we’re forced to acknowledge that some phase of our life is ending (whether it be school, a job, or the f______g world), it’s hard to not think about all the things we wish we’d done differently.
“‘Too Late’ is what happens when you let yourself get swept up in that nostalgia—it’s that one last futile transmission into the vacuum. For this song, we drew a lot of inspiration from anthemic pop songs, pulling melodies and rhythms that feel good and contrast well with the melancholic lyrics. “Too Late” has already brought us so much love and joy; we hope it can do the same for you <3” Buy or stream “Too Late (To Call).”