The band tell, “‘Eat It and Beat It’ is a call to arms. Hard rock is overdue for a new vanguard to redefine the genre and ‘Eat and Beat It’ is an anthem for the next generation. The legacy acts that we grew up admiring and styling ourselves after aren’t going to be around forever, and nor should they be. It’s high time for a new cohort to take over and carry the torch for rock and roll in the 21st century.”

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Guitarist and lyricist Matt Palmer tells, “‘Moonstruck’ is about how invigorating it is to have a new crush. After too long lost in the wilderness, it’s gratifying to find a beacon of tenderness to help reorient yourself in the maze of love. Written in 2021 and originally intended for a disco EP, ‘Moonstruck’ has been reworked as a more expansive and lush arrangement and features some of our favorite guitar work on the new record.”

The accompanying video for ‘Moonstruck’ was inspired by Rush’s ‘Limelight’ visuals which featured footage from their wintertime recording sessions at Le Studio in Quebec. Sheer Mag enlisted director and longtime friend Ryan Schnackenberg (Cult Images) to bring it to life.

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Playing Favorites expands with a sense of undeniable vitality, buoyed by rock and roll’s singular capacity to channel a relentless compassion for human life. While at times marked by an intensified sense of melancholy, this newest offering takes stock of the confusing flow of daily life without moralizing, refusing to fall into antagonistic cynicism. Sheer Mag leans into the chaotic thrall of city living, of a life subdivided by the jagged highs and lows of bars, parties, and nightlife culture, with sweetly empathetic remove.

Its title track and album opener announces itself with a sense of self-assured swagger, spinning a jubilant tale of life on the road: the band is back together, and they know they’ve never sounded quite this good before. “After nearly ten years of touring together, we felt qualified to write a song about doing it. It’s a good introduction to the next era of Sheer Mag,” the band tell. ‘Playing Favorites’ is available now alongside a video directed and photographed by Craig Scheihing which gives fans a glimpse into life on the road – watch below.

Playing Favourites:

1. Playing Favorites
2. Eat It and Beat It
3. All Lined Up
4. Don’t Come Lookin’
5. I Gotta Go
6. Moonstruck
7. Mechanical Garden
8. Golden Hour
9. Tea On The Kettle
10. Paper Time
11. When You Get Back

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The move to Third Man comes at a pivotal moment in the band’s career. Never content to rest on their street-cred laurels, Sheer Mag has been hard at work pushing their idiosyncratic take on rock to ever more soul gripping, sonically compelling highs. ‘All Lined Up’ perfectly renders the intensity of Sheer Mag’s commitment to songcraft, layering direct, delightfully sweet-turned-sour guitar licks and swirling call-and-response vocal hooks over a throbbing drumline, evoking the anxiously excited, contemporary-Studio-54-tinged thrill of not knowing exactly what you just took, but feeling assured that—whatever it is—the night is about to get a whole lot more interesting.

The song, and accompanying video, peddles in themes of high-risk anticipation and the bleary-eyed romance of a late night spent amongst old friends, distilling Sheer Mag’s patent ability to access universal human emotions through small-time tales of after-hours city life. As the band puts it, “The genesis of ‘All Lined Up’ stems from late nights at the bar playing pool. Last call has long come and gone, the gate is down, the ashtrays are out and your friend behind the bar is giving it all away. Despite the revelry, there’s a looming sense of dread—a fear that no matter how far ahead you get, all it takes is one bad shot to lose the game.”

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