Juice Releases New Video For "Sugar"
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Boston-based, seven-piece band Juice has just released the new video for their track "Sugar". The playful video in the studio highlights the band's distinct personalities and is the perfect companion to the song's airtight raps, radiant chorus harmonies, old school rock 'n' roll guitar solo, stomping handclaps and gospel-style backing vocals.
"We really wanted to get into the band here. With a project like this, there's a real opportunity to capture individual personalities as well as their relationships among one another. We wanted to provide a cool space where that process would happen effortlessly. Once that was in place, the rest came easy. Our director Mike Badami wanted to co-direct with the band, and our videographer Anthony Simpkins is great, so it was collaborative and really fun. We shot loosely, but with lots of attention and purpose in pre and post production. It was shot in a day at Welcome To 1979 Studio in Nashville, aptly named, it actually looks and feels like the 70s on the inside. The building was originally a vinyl pressing plant. The classic, real environment of the space was perfect for Sugar, which mixes some old-school styles of music with some new ones. We're excited to finally give the song a visual platform where people can explore the band." - Juice
"Sugar" is the first song off the band's new project, Workin' on Lovin,' to be released on June 15, 2018. To celebrate the upcoming project, Juice will be playing a release show at the famed Mercury Lounge in New York City on June 14, 2018.
With seven distinct personalities, Juice distills rock, pop, and hip-hop into a signature sound with a flavorful kick of electric violin, rich harmonies, honest lyrics, and festival-worthy choruses. The Boston septet - Ben Stevens (lead vocals), Christian Rose (violin, vocals), Kamau Burton (acoustic guitar, vocals), Daniel Moss (guitar), Michael Ricciardulli (guitar), Rami El-Abidin (bass), and Miles Clyatt (drums) - perfects this mix on their upcoming project.
After meeting as freshmen at Boston College, Juice became unified upon winning their school's "Battle of the Bands" in 2014. Through constant gigging the band honed their live performance, displaying an original raw energy. Soon, they went from frequent gigs at the city's famed Middle East to selling out East Coast hotspots such as Brighton Music Hall, Mercury Lounge, Rockwood Music Hall, and more. Hitting Summerfest Milwaukee in 2016, Juice impressively won the grand prize of the festival's "Land The Big Gig" Competition and opened for pop juggernaut DNCE at the festival a year later, where they met Grammy-nominated producer Johnny K, who worked with them on their upcoming project.