New single “Keep Looping” released by Sugar

Sugar, the renowned alternative rock trio consisting of Bob Mould, David Barbe, and Malcolm Travis, has released a new single entitled “Keep Looping.” This track adds to their collection of hit singles, including “Long Live Love” and “House of Dead Memories.” Critics have praised their recent work, with Stereogum commending “House Of Dead Memories” for its catchy elements and the band’s bittersweet comeback after 30 years, with a focus on memories and moving on.

Bob Mould reflects on the inspiration behind “Keep Looping,” mentioning his love-hate relationship with artificial intelligence in San Francisco. The track delves into the societal and environmental costs of AI and questions the responsible handling of the technology. The song exudes a more aggressive tone with lyrics pointing out the effects of dopamine and the persistent lie that surrounds us.

David Barbe expresses his enthusiasm for “Keep Looping,” highlighting its ability to stay in one’s head with its intense main riff and captivating bridge. As with their previous singles, Barbe looks forward to sharing this track with the public and witnessing their reaction.

Following a successful European leg of their Love You Even Still World Tour, Sugar is gearing up for their North American shows starting on August 11 in Denver. The tour spans 24 dates across the U.S., with notable performances in cities like Philadelphia, Los Angeles, Boston, and New York. The trio aims to engage audiences while supporting The Trevor Project, a suicide prevention organization for LGBTQ+ youth.

Malcolm Travis expresses his awe at the surreal experience of reuniting with the band, traveling, and interacting with fans, both old and new. The thrill of playing together again is evident as they head into the North American tour.

Bob Mould highlights the joy of performing live with Sugar, emphasizing the audience’s full engagement and limited distraction of phones. The shared experience of live music creates hope for a promising future.

The upcoming tour dates include performances in cities like Seattle, San Francisco, Los Angeles, Detroit, and Nashville, before concluding on October 24 in Athens, GA. Several shows, such as those in Minneapolis and Philadelphia, have already sold out, reflecting the anticipation for Sugar’s musical return.

In conclusion, Sugar’s new single “Keep Looping” showcases their signature sound and thoughtful lyrics, underscoring the band’s timeless appeal and their ability to resonate with listeners both old and new. The upcoming North American tour promises to be a fulfilling experience for fans and musicians alike, reinforcing the power of live music to bring people together.