Cloth Announce New Album ‘Secret Measure’

New song 'Pigeon' is online now...

Cloth will release new album ‘Secret Measure’ on May 5th.

The new full length is their first project with Rock Action Records, and follows last year’s excellent ‘Low Sun’ EP. Out on May 5th, the album is produced by Ali Chant, with new song ‘Pigeon’ online now.

An inquisitive slow-burner, ‘Pigeon’ is engaging but also surreal, meandering along its own path while supplying some neat melodic thrills. An unusual ear-worm, it displays Cloth’s innate originality, but also emphasises their burgeoning pop streak.

Cloth’s Paul Swinton says of the song…

“With ‘Pigeon’, we set ourselves the challenge of writing a bold, infectious bop which retained some of the slightly jarring, dissonant elements which always excite us and feature in a lot of our work. The song was born from one riff Rachael wrote which we both fell in love with and, through its development, ended up becoming one of the defining songs of the record.

“Big splashes of analogue synth – a world we fully embraced for the first time on this album – underpin a driving pop song which lyrically examines the importance of teaching yourself to try and be okay with the unknowns of the future, even if things seem uncertain and overwhelming in the present.”

The video features – naturally enough – a pigeon, with Bristol’s Clump Collective engaged with piecing it together. The film makers comment…

“It’s always great collaborating with bands like Cloth – where we feel comfortable to pitch a bizarre concept and they’re willing to let us run with it. After our initial meeting, we were all set on a narrative involving pigeon figurines and tiny red boots – going really on-the-nose with the concept… but we kept coming back to the smoky, romantic image that the vocals evoke. The idea spiralled, and a combination of the two was born.“

“Determined to create an accurate 80s power-ballad video – we spent afternoons watching Billy Idol and Orchestral Manœuvres In The Dark videos, studying soft slighting and slow fades, discussing what kind of haircut is most flattering on an avian head, and where on it’s neck a pigeon might tie a bow.“

Tune in now.

Catch Cloth supporting Mogwai at London’s Garage on February 6th.

Photo Credit: Rosie Sco

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