Q&A: Rarelyalways Gives Insight on New Single “URGENT” & Album ‘WORK’
ESCAPING THE WALLS OF MUSICAL CONFINEMENT — London-based artist Rarelyalways goes beyond the musical ceiling with the release of his debut album, WORK, out today via Innovative Leisure. Boasting a mysterious fusion of hip-hop and jazz, Rarelyalways’ abstract style shifts along with the vibe of any track he cooks up. Following his playful and sexually charged lead single, “LET’S,” and breezy B-side “Voice note 0142,” Rarelyalways dropped “URGENT,” the latest single off the debut record.
Infused with haunting synths, bursts of brass, and turntable scratches over dense percussion, “URGENT” unleashes a trippier and aggressive side to the artist’s persona in stark contrast to his preceding single. Rarelyalways rides the beat with a pounding cadence to amp up the single’s intensity. With lines like “No parachute but I stay wishful, had to play radical swindle / Sustained injuries additional, globalized I was sacrificial / Stood ground no need for pistol, risk-taking’s part of the ritual,” he puffs his chest out lyrically with extra vigor. Directed by MadeInEden, the music video captures a surrealist aura that matches the song’s murkiness. There’s a feeling of claustrophobia and unease present as Rarelyalways moves in hypnotic sync with the music in a dimmed room throughout the visual laced with brief flashes of guns and drugs.
Ready to give listeners a taste of his intricate sound, Rarelyalways shares more on the creation of the video with Luna along with details on the new album and his current perspective as a musician below.
LUNA: Hello Rarelyalways! It’s great to chat with you on your new single, “URGENT,” off your debut album, WORK. I’m digging how hypnotic the video is, considering most of it is based in one room. How did you want to convey the message of this track with a minimalist visual?
RARELYALWAYS: Just had to use what I had. There was an offer with another DOP to go really overboard with the stimulus ideas in addition, even offering to do it free of charge. However, via using pre-coincidence, I get nervous in the midst of generosity so turned it down. My concept for the video showcased a father just about to give up whilst having to strategically perform with no motivation.
LUNA: Seeing the portion of the video in which you’re bathing and spending time with a boy assumed to be your son is pretty striking as it follows the sights of guns and drugs preceding it. What does the power of those juxtaposing parts speak to you?
RARELYALWAYS: Sugar looks like salt. I strongly encourage everyone to listen/read the whole story before concluding. I state more vocally today the gun in the video represents self-doubt, and just before the pills are eaten a lyrics promoting “clean cut” AKA pure, as opposed to man-made thing — “no artificials.”
LUNA: Comparing “URGENT” with the video for your recent single “LET’S,” there seems to be a sense of playfulness or a chill vibe in the latter’s visual in contrast, especially with you outside in the open air. What could the difference in tone between these two singles suggest of the mood of WORK?
RARELYALWAYS: It demonstrates innovative leisure flexibility, in terms of creative control. Yet just another example of the difficult task of pinning down [the] Hackey polyglot.
LUNA: How long did the process of production on WORK take?
RARELYALWAYS: I produced WORK in four months. The pre-planning stage was the hardest part in fairness. It took a lot, needed inspiration, another ungrateful lady friend, a few nearby deaths, police car chases and some Great British pounds to get this production finalised.
LUNA: With WORK being your first full album, did you feel conscious in having a different creative approach to this project compared to your EPs Baby Buffalo and Manic?
RARELYALWAYS: Those around me don’t repeat things much. I prefer this approach. As an artist, you’d think an album is something worth dealing with care and patience. So obviously advice was considered. The alluded comments urged [me] to focus on mastering the basics. I reckon LP WORK is the by-product/offspring of EP Manic and Baby Buffalo.
LUNA: Are there any techniques and skills you gained from working with Hanni El-Khatib on Manic that you want to keep with you for your upcoming work?
RARELYALWAYS: Focus on mastering the basics.
LUNA: In another interview, you previously mentioned your upbringing in Hackney as one in which you were shaped by a melting pot of culture and to be mentally strong. What effect did that have on your openness to embrace multiple genres such as jazz, rock, and hip-hop?
RARELYALWAYS: My upbringing in Hackney broadcasted a pressing need to be an all-rounder — 360 degrees, 730 all the way, baby. The effect [of] Northeast Central borough from early 2000s to late 2010s made me open to as many approaches available. The fluidness of mobility was vital. Certain days if you couldn’t climb you were going to get stabbed or shot.
LUNA: Also noting that you’re influenced by your father and American music to be unapologetic and articulate in your music, do you think it's important to keep these qualities alive, especially when you get older as an artist and times change in music?
RARELYALWAYS: It’s important to always have a thread that ties you back to but to also nurture room for improvement.
LUNA: What impression do you want first-time listeners to have when they hear WORK?
RARELYALWAYS: He’s different and an essential edutainer. :) Get it, edutainer?
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