Matt Mays - "Sentimental Sins" (Sonic/Warner Music Canada): Now based in Toronto, the East Coast rocker will release his sixth studio album Once Upon a Hell of a Time... on October 20.
A studio performance video shot at The Sonic Temple for the track “Sentimental Sins” has just come out, and it confirms that Mays remains a potent force, dishing up virile and hook-heavy rock 'n roll at a time when that genre is under real threat.
It has been a long gap between albums for Mays. His previous full-length, Coyote, came out in 2012 and won the 2014 Juno for Rock Album of the Year.
This new one was five years in the making, utilizing studios in LA, Vancouver, Halifax, NYC, and Montreal.
Mays recruited fellow Maritime rocker Loel Campbell of Wintersleep to co-produce, and this track shows that to have been a smart move. Featuring washes of keyboards that colour Mays' signature wall of guitars sound, "Sentimental Sins" gradually picks up in intensity, while subtle production touches help make it a very satisfying listen. Rock radio would be foolish to ignore this one.
He describes Once Upon a Hell of a Time... as "party rock for the heartbroken. It was a fucking wild ride of emotions, late nights and all the feels." He adds that "this is the record I've always wanted to make.”
He's at Sarnia's Station Music Hall tonight (Sept. 8), then Indie 88's birthday at The Phoenix in Toronto on Sept. 9. Following this, there are shows in NYC, Buffalo, Oshawa's Music Hall (Sept. 15), CityFolk in Ottawa (Sept. 16), and The Hayloft Dancehall in Picton, ON, Sept. 29-30.