VLURE: from Glasgow to the world. The Scottish band have big ambitions, and that’s undoubtedly showcased in their sound – huge, profoundly ambitious anthems, crafted in sweat-pit venues but destined to end up in arenas.
Recent single ‘This Fantasy’ is a case in point. Melding together the pop adventure of the KLF with pristine production worthy of PC Music, it’s a startling, groundbreaking piece of music, and a true game-changer for the band.
Fresh from a helter skelter UK live run and a prestigious slot at Eurosonic, VLURE flew out to Austin, Texas with the wind underneath their wings. Headlining the British Music Embassy for BBC Introducing and the Wide Days Scottish showcase, VLURE became one of SXSW’s hottest breakout acts, spawning carnage wherever they went.
Photographer Elinor Jones got up close.