Shura premieres ‘What’s It Gonna Be?’video
Debut album – ‘Nothing’s Real’ – released July 8th (Polydor Records)
LIVE: Sold-out Koko headline show tonight + worldwide festivals
“Shura sings for that soul-searing moment when hearts are not breaking, but broken” Pitchfork
“Soft, vaguely 70s/80s pop filtered through 90s R&B…Shura is the real deal” Fader
“Dreamy, melancholic… sit up and listen” Sunday Times
“Breathy, grungy and arresting” Elle
“An essential alt-pop heroine” Dazed & Confused
Shura has premiered a cinematic video to new single ‘What’s It Gonna Be?’, which aired as Annie Mac’s Hottest Record and has quickly surpassed 200,000 hits in a week. Taken from her much-anticipated debut album ‘Nothing’s Real’ (released July 8th via Polydor), Shura plays a sold-out Koko headline show this evening (with support from Pumarosa), has just remixed Tegan & Sara, and also been confirmed to play The Other Stage at Glastonbury Festival; adding to an extensive festival run which also includes Primavera, Parklife, Love Saves the Day, Secret Garden Party, Wilderness and End of the Road.
WATCH the ‘What’s It Gonna Be?’ video
Airing today, the escapist video for ‘What’s It Gonna Be?’ is an affecting, contemporary twist on John Hughes-inspired high-school drama (directed by Chloe Wallace and the Canada team in Barcelona, and starring Shura and her twin brother Nick as the more alternative, dual romantic-leads). Describing the video for the track, Shura writes: “What’s It Gonna Be?’ is about having a massive crush on someone, so it made sense to go back where to school, where it all began. But it was important for us to explore those archetypal characters – The Jock, The Nerd, The Dork, The Popular Kid – and then flip expectations. ‘What’s It Gonna Be?’ is based on my personal experience as a kid; thinking you’re in love but then realising that’s maybe just because you feel you should be (and ending up with someone totally unexpected).”
This mix of the personal and the fantastical is at the heart of Shura’s immersive debut album, ‘Nothing’s Real’. It’s a journey that starts in Manchester, where Shura and her twin brother Nick were born. She played for Manchester City Girls throughout her teenage years, before studying at University and traveling for a period around South America. This sequence of events broadened not only Shura’s personal horizons, but also gave her the time to articulate a messy break-up into emotional, heartfelt Pop. She returned to the UK and wrote ‘Touch’, whose resonant lyrics and quickly-viral video (featuring her friends snogging) resulted in one of the most enduring blog successes of recent times.
‘Nothing’s Real’ features songs written and painstakingly recorded across two years in Shura’s Shepherds Bush bedroom – the site of which is blown up on the album’s striking artwork – but also reaches back further than that: into parents, childhood, past relationships, and the possibilities of the future. Threaded throughout the album are samples of home movies from Shura’s childhood, and her lifelong passion for Sci-fi: the combination of which gives ‘Nothing’s Real’ its otherworldly, multiverse-feel. “I became obsessed with something like ‘Interstellar’ during the making of this album, which at its core is really all about time, death and family. The fact it’s set in space is almost irrelevant.” So if ‘Nothing’s Real’ refers to releasing yourself from your past, it’s also a time-capsule of an album about all those loves we take with us into the future, and further into the unknown.