Meet Claud, who joins Phoebe Bridgers' new label with latest single, Gold
The LA-based musician has the first release on Phoebe Bridgers' new label Saddest Factory, and there's a good reason why they were chosen.
Header image by Kristen Jan Wong.
We talk about the next generation all the time here, but it's not often that we include what's happening internationally. Los Angeles-based musician Claud is someone we're missing out on because of that; Claud being synonymous with this blossoming, internet-era new generation that's seemingly here to dominate the future of the world's music scene and its cross-genre versatility (alongside acts such as Remi Wolf and Still Woozy, who coincidentally Claud has a song alongside).
It's something that's been clear for a while now mind you - they have a discography littered with viral hits dating a few years back, with EPs spread throughout the last three years (back when they were known under their last musical pseudonym, Toast) - but it's something that's become more clear than ever within the past few months especially, with Claud being lifted up as a new source of versatile, sound-switching pop music that feels like a breath of fresh air.
Their latest single Gold came out a few weeks back but we've kept coming back to it again and again, the track being the start of what feels like something brilliantly new for Claud as they set their eyes on their future. It's intimate and detailed but with wide-stretching reliability that makes it feel like a warm embrace in a time of need, using bubbly hooks to grab you and draw you in, only for them to disguise heavier themes that keep you coming back for that cathartic release time and time again.
"Imagine stepping onto a ship that’s moving back ‘n forth back ‘n forth but perfectly in time. ONE, two, three, four, ONE, two, three, four, ONE… You know you’re sinking but at the same time you’re mesmerized by the way the ship synchronized itself with the sea," Claud says on the single. "I have never been on a sinking ship in the middle of the sea but I have been in a relationship."
It's a track that's seemed to impress 2020 success story Phoebe Bridgers too; the musician signing Claud as the inaugural release for her new label Saddest Factory, distributed through Dead Oceans / Inertia Music Australia. "The vision of the label is simple: good songs, regardless of genre," Phoebe said on the label with its announce, and now - with Claud being its first signing - that feels true to her word; the rising LA musician being someone that can sway between genres without lowering their expertise in crafting exciting pop music.
There's plenty more to come no doubt and we're sure Claud is someone you're going to be hearing a lot more from soon, but in the meantime, take a dive into the video clip for Gold below and underneath that, introduce yourself to Claud before they take off even further.
Tell us about yourself?
hi! im claud, i turned 21 in april, and i really like turtles.
What’s the ‘vibe’ music-wise?
the vibe is microwave mac n cheese before the big first date, dancing in your underwear, and car makeout sessions.
What are your production and writing processes usually like?
i usually like to start making a loop or laying down some sort of guitar part and then writing over it. after i’ve gotten down the general bones of the song then i flush out production by myself or with a friend.
Can you tell us a bit about your new single, Gold?
yes! gold is prettyyyyy fun. it’s straight up, there’s no sugar coating with this song. i wrote it about a situation that felt tired, like it was just getting old and something needed to change. and it has bouncy bass and drums which is my favorite.
What does the rest of 2020 have in store for you?
voting in the upcoming US election, releasing some more music.
What do you want people to take away from the project?
healing doesn’t happen overnight even when falling in love does...
Where can we find more of your music?
i have some cool music videos if you wanna look me up on Youtube!