JOYRYDE’s clearly expressed his jet-octane vision through his music and videos for a while, and now with his latest release, he’s bringing the house heat over to OWSLA for a third release. “I WARE HOUSE” combines strong synths with an unrelenting drop, making for the first of three high-energy tracks he’s planning to drop as an EP on the OWSLA label.
For the visuals, he enlisted videographers Laine Kelly and Brandon Parker to revisit an old warehouse he shot unused footage at a year ago, and edited the whole thing himself with such tight timing that it required a 24-hour last-minute delay. Evidently, the wait was worth it, as the final result blends the track’s emotive build with lush, industrial visages presented in full view. No wonder JOYRYDE was one of NEST HQ’s Who to Watch in 2017. About the shoot, JOYRYDE said he “didn’t want to shoot a professional dance routine or choreography. I wanted to shoot how normal people feel and move.. I wanted it to be natural.”
This Sunday, February 26, JOYRYDE is premiering his new “I WARE HOUSE” clothing collection in New York City at a OWSLA x RYDRWARE pop-up shop (251 W 30th St from 12-7 PM), followed by a 21+ afterparty starting at 9 PM with an unannounced guest line-up. Snag your tickets to that afterparty now, before they’re gone. “I WARE HOUSE” can be downloaded now over at JOYRYDE’s website.