Soft Set - Never Die (Official)

4 Septembre 2020

WORLD I Toronto-based dreampop melodic indie rock duo Soft Set present their debut single 'Never Die', mixed in Oxford, UK by Ride frontman and celebrated producer Mark Gardener in his recently-launched world-class OX4 Sound Studio.

The accompanying video was created and edited by Heidi Athay. This is the lead track from their forthcoming debut EP 'Love and Dancing'.

Soft Set is a songwriting and music collaboration between James Gray and Nathan Athay, two life-long friends who became musical collaborators years after growing up together in Barrie and then Toronto, Ontario.

Soft Set - Never Die (Official)

Laced with dayglo dream-inspired sonic glee of 90s indie rock royalty such as shoegaze icons Ride, Soft Set's brand of melodic pop-rock is earnest and natural. Cloaked in the finest realm of nostalgic reverie, this debut single 'Never Die' is equally stunning and infectious.

"Before we started this project, we agreed to never intentionally try to sound like anyone but ourselves. We really wanted to take an honest approach in the process and never discounted any ideas that we presented to each other. We gave everything a chance to see what worked and what didn’t and took it from there," says James Gray.

"I think what makes this album so special is that it’s very relatable. The lyrics are about feelings and settings that everyone experienced in one form, or another and we feel each song is consistent with that".

Not long after meeting during high school, they quickly realized that they had much in common, especially when it came to their taste in music. Nathan started playing drums in a local shoegaze, space rock band and James wasn’t far behind, learning guitar and writing songs of his own. Soon after, James became the band’s backup guitar player, filling in whenever the main guitar player couldn’t make a show.

Soft Set · Never Die

Although that band lasted only a few years, James and Nathan continued to work separately on other projects, as well as working together whenever they could. Things really amped up in 2006 when James and Nathan were part of a Toronto indie rock band, recording their debut album at E5 Studios Downtown. James and Nathan learned a lot about recording and production through this process, inspiring them to continue to push themselves musically, eventually creating what is now Soft Set.

Guided by Mark Gardener / OX4 Sound and drawing on influences from iconic artists that have inspired them on their musical path – The Stone Roses, Smiths, My Bloody Valentine, RIDE, Slowdive, Happy Mondays, Boo Radleys, Mercury Rev – it’s no surprise that Soft Set’s debut EP is a body of work that is sure to appeal to a broad audience.

"This debut is incredibly special for both of us as we’re showcasing everything we’ve learned from the other projects we’ve been in in the last 20 years. We’re extremely proud of this body of work and we hope people enjoy the music as much as we did making it," says Nathan Athay.

As of July 17, 'Never Die' will be available via online stores and streaming platforms. Its limited edition 7" vinyl run of 100 with b-side (out on August 14) and can be pre-ordered directly from the artist via Bandcamp. The full 'Love and Dancing' EP will be released on September 4.

"A golden web of acoustic guitar... Such a beautiful slice of sunshine and hope, rolled up and delivered on silver platter in sonic state. A brilliant teaser for their debut EP, leaving us wanting more" – Big Takeover Magazine

"Wonderful song pieced together with originality and creativity and set to beautiful harmony and love... takes a soothing toll on the senses in a glorious way that inspires" – Jammerzine

Soft Set
Never Die
OX4 Sound
17 July 2020

CREDITS
Written by Nathan Athay and James Gray
Produced and performed by Soft Set at E5 Studios Downtown (Toronto)
Mixed at OX4 Sound Studios by Mark Gardener in Oxford, UK
Mastered by Harris Newman at Grey Market Mastering, Montreal QC
Viola on 'Ours for Us' by Madeleine Spence (recorded at E5 Downtown)

Keep up with Soft Set
Website | Facebook | Soundcloud | Twitter | YouTube | Instagram

Music is not a virus! Admittedly, it contaminates you with the melody, the lyrics, but it can be bought, discovered, hummed, tickles the hollow of your ear, is released on your lips ... Think of the artists, they illuminate your daily life and feed the memory of pretty refrains which will become memories.

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