Rewinding back to the fluctuating streets of 2014 Brooklyn, singer-songwriter Travis Swinford founded New Love Crowd after working on, and collaborating with, several various music projects – Plainss, Holy Youth, and Flower Girl to name a few. The band itself is aimed to cultivate a colourful atmosphere that welcomes a vulnerable, and unabashed love for the world, despite all its mess.
Picture a 70’s rock concert brandished with a lo-fi filter and a chilled-out psychedelic trip, and you’re met with NLC’s iridescent vibrations. Swinford is Mac Demarco gone rock n’ roll, expressing himself in an effortlessly charming, unbothered posture, never taking himself, or life, too seriously. A mellow dream amongst a sea of chaos. He released his debut album in 2019, and dropped the first volume of his ongoing Weekly Songs series this past year. The single is included in this series – the twelfth song to be exact – and it embodies everything NLC represents.
Released on January 14th, “New Love Crowd” is an older tune that Swinford wrote back in Spring 2016 before NLC became his stage name. Written in the midst of a flourishing hope, the name was always meant as an “open invitation to love and grow more boldly and proactively.” In short, it’s the ambience of Woodstock bundled down to three minutes.
Crunchy guitar riffs take the spotlight with a hint of an organ intrusion establishing a notable prominence near the song’s end. The bass offers a consistent pulse throughout, while Swinford’s voice croons in a deep-toned, reverb-induced drawl. This track is not specifically geared towards the individual but rather the unity of community, sparking a positive validation that two hearts are much better than one.
Love is powerful. Love is infinite. Love is needed more than ever. So Swinford wishes to know, will you utilize your place in the New Love Crowd?