Fresh off the back of their recent Camaro EP release, New Friends have new music to share which marks the first taste of their collaboration with JUNO-nominated producer, Derek Hoffman (Arkells, Ralph, Silverstein).
The Canadian indie-pop act went viral with the very first song they ever recorded, “Purple Candy,” when they were practically strangers, which is now at 7.5 million streams on Spotify and counting. Their 2022 album, ‘The Pilot,’ came next, followed by Camaro’s bombastic singles.
The dynamic pop rock of “Sad Sugar” harnesses the energy of New Friends’ live set, depicting the irresistible sweetness of the song’s titular female character.
“Sad sugar, my sour key. I love the way she’s getting stuck in my teeth,” the song’s insistent chorus ringing out over melodious rock instrumentation with a Britpop influence.
Take a listen to “Sad Sugar” https://music.newfriendsmusic.com/sadsugar
Reflecting on the single, the band explain that “Derek previously made some of our favourite records, so when we got the chance to get in the room with him, the band was super excited to see what songs would come out of it. We took a few trips to get fish and chips and the salt must’ve incited the sugar theme to balance the palate.”
As the band continue to find themselves as a group, New Friends’ musical bonds and confidence have only grown, encouraging them to feel more comfortable behind their instruments exploring new sounds.
“If we were to state a through-line that is evident throughout most of our music, we’d have to say that we tend to write about our own experiences and the human condition. We want to make others feel like they’re not alone on this journey through a life full of highs and lows.”