Born Ruffians released their latest single “Dedication” today, premiering a new inspirational infomercial video via FLOOD. “Dedication” is the second high-octane track from their latest album, JUICE, out April 3rd.

“It’s Born Ruffians as they’ve always been: creating on their own terms, heads against the wind until their work is done.”

FLOOD Magazine

Discussing the single, guitarist/vocalist Luke Lalonde stated, “’Dedication’ is about destruction. Dedication to global destruction in the name of greed, glory and God. All of our stupid human follies and fancies. Easter Island on a global scale. How everything modern and human may be designed and dedicated to consumption and death.” 

Director Robert Galvez explained his inspiration for the video, saying, “‘Dedication’ is like one of those beautiful poisonous frogs from deep in the rainforest. On the surface it’s all blue, green, and gorgeous, but once you lick that sucker- you’re toast. The song invites you in with immediate energy, and before long you realize you’re singing along to humanity’s demise. For the video we wanted to bottle that trickery and literally sell it. We got a functioning 1-800 number, hired some local actors, threw on some ridiculous makeup, and shot a full-blown infomercial.”

That’s right, an infomercial with a functioning number, so dial 1-855-909-0280 for more information…

Pre-order your copy of JUICE now from the Yep Roc store and get FREE SHIPPING on your order! The First Edition LP features yellow vinyl and includes a postcard to mail a free digital download of the album to a friend.

Tags: born ruffians, music video, new music