Video Premiere: Ula Ruth's 'Shake It Off'
  • THURSDAY, AUGUST 07, 2014

  • Posted by: Sarah Kasarsky

Ula Ruth may just be the next up-and-coming indie rock sensation. Based in New York City, the members created their band to pay tribute to a family member who changed her identity when she moved to New York from Mississippi to obtain a fresh start, and to fulfill her dreams of becoming a singer. The band released their first full album Restless Nights last January, and now, they are premiering a video for one track off the album, "Shake It Off."

Directed by Rich Ruggiero, the video consists of a subtle boy-meets-girl storyline, through its own original and fresh approach. The "boy," played by Will and Ben Arland of The Ballroom Jacks, waits for a girl that he doesn't know, as those who surround him party and live their lives. Juxtaposed with the songs underlying message of the freedom of being young and changes in life, it is a delicate warning to those who wait for life to happen, instead of enjoying each moment as it comes. The video also features the band itself, showcasing lead singer Nic James belting his strong vocals, and artful shots of Guitarist Andrew LeCoche, Bassist Kevin Clymer and Drummer Luc James playing their best.

Watch the video for "Shake It Off" below, and buy Restless Nights here.

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