SOAK Introduces a Nostalgic New Sound with “last july”

Photo by Sam Hiscox

By Ella Bowler

SOAK announced a new album and lead single for their record If I Never Know You Like This Again, out May 20 via Rough Trade. 

The queer Northern Irish musician released their sophomore album Grim Town in 2019. With their initial sound adhering to Japanese Breakfast and Lana Del Rey in order to capture the angst that comes with youth’s departure, it has transformed to live somewhere between The Cranberries and Pillow Queens, as SOAK leans into a nineties-nostalgic-rock sound in their latest single release, “last july.” 

“I hate the idea of getting older and forgetting, or having a family and not being able to perfectly explain a memory or feeling. I always want to remember exactly how I felt at a certain moment,”  they state in a press release. “This record is the most accurate picture of me. I felt no pressure at all, it was almost like I was ranting as I was writing. When I was looking to the past, it was as though I had a big lottery ball of all my recent memories and I would just randomly select which one I wanted to unpack. It helped me to process that.” 

A “last july” music video was also released. Directed by Ellius Grace, it presents a dreamscape montage of nostalgia; Watson and their partner running through a house, holding hands and dancing.

Watch the music video below and pre-order If I Never Know You Like This Again here.