Ruane Maurice Drops Sultry New Video for 'Nomenclature' (watch)
Ruane Maurice, whose single ‘Nomenclature’ dropped in August, debuted a simple but relentlessly effective music video for the track yesterday morning and all I could think of as I played it over and over today was this: When I was 12, my sisters left for the summer to backpack through France together. Not only was I pissed that I was missing this adventure, but by the time they got back, all they’d brought me was a cassette tape full of old school French hip hop, the dark, sultry kind you can’t hear anywhere on this side of the pond. In the midst of that angsty FOMO-filled summer though, just like that, my teeny bopper days filled with The Backstreet Boys and N’Sync were distant memories. I played that cassette til it was just a pile of tape and nothing more.
Though I might not ruin another cassette, I’ll probably overload my work server with the amount of times I’ve already watched this video. It’s an incredibly simple idea the guys of Ruane Maurice came up with and created in collaboration with CARNIVORE, showing Chris Caedus, Matthew Forbes and Sam Lewis, half hidden in shadow-filled black and white, but it’s everything you want when you listen to a song that’s got so many intriguing influences, from rap to trance to found sound and the darker aspects of early industrial bands like Throbbing Gristle.
It feels like you’re back in a time when hip-hop meant something much deeper and a little grittier, a time when you’d be craving the seedy club scene of London. The English trio might be young (all three members are just 21 years old), but they create as if they’ve got the wisdom and understanding to bring the international dance scene into a completely new era. There’s already an understanding of creating aesthetically interesting visuals that don’t overpower the deep vocals and instrumentation but instead let the music speak for itself. And isn’t that what true hip-hop is all about?
Ruane Maurice dropped their debut album in September under Stars and Letters Records and have since been making a name for themselves across the UK. You can stream their entire album over on Soundcloud, including 'Nomenclature' and if you're looking for something based in a little more interesting found sound, try 'Stripped', one of my favorite tracks of the album.
Something tells me it’s only a matter of time before they turn the hip-hop genre on its head all over the world. Check out their debut album and connect with them before they do: