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SUGAR Confront The Endless Cycle On The Driving New Single "Keep Looping"

  • Writer: Charles Luberisse
    Charles Luberisse
  • 1 day ago
  • 2 min read

Written By: Big C

Like a needle trapped in the same groove, some thoughts refuse to let go. SUGAR hones in on that restless feeling on Keep Looping. The trio wastes no time establishing momentum, locking into an aggressive rhythm that mirrors the repetitive cycles of modern life and digital overload. Bob Mould’s songwriting remains as urgent as ever, delivering a fierce alternative rock anthem that pairs muscular guitars with sharp social commentary. The song’s relentless drive and memorable hooks make it another standout chapter in the band's long-awaited return. It’s the sound of veterans refusing to stand still while the world keeps spinning. Bob explained:

Living in SF, I have a love/hate relationship with AI. It’s bringing my City back to life, but at what cost to society and the environment? And do we trust the current regime to do the right thing with this new tech? The new song has more snarl, and the lyrics say it all: A touch of dopamine. The steady beat of the drum. Get used to the constant hum of the Lie.

Following the acclaimed releases of House Of Dead Memories and Long Live Love, "Keep Looping" adds another compelling layer to SUGAR’s current creative run. Bassist David Barbe and drummer Malcolm Travis continue providing the tight foundation which allows Mould’s guitar work and songwriting to hit with maximum force. While the North American leg of the Love You Even Still World Tour begins this August, multiple sold-out performances are already on the schedule. Beyond the music, the band is partnering with The Trevor Project by donating a portion of every ticket sold, extending the impact of the touring beyond the stage. A limited-edition 7-inch vinyl featuring "House Of Dead Memories" and "Long Live Love" will also be available exclusively at tour stops. Dive into "Keep Looping" and experience SUGAR on BLUESKY, FACEBOOK, INSTAGRAM, and THREADS.


 
 
 

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