Claud‘s new single, “Gold,” is out now on Saddest Factory.
A few days ago, Phoebe Bridgers announced the launching of her own imprint, Saddest Factory, via Dead Oceans. Today, we had the pleasant surprise to discover that sad indie artist Claud is now the first signing of this new project. From “Scarlett” to “Easy,” we’ve been falling in love with this Brooklyn-based singer-songwriter who effortlessly turns romantic awkwardness, vulnerability and queer melancholia into poppy earworms. Coming with this announcement, Claud has shared an irresistible new track, “Gold”, which describes the inexorable end of a relationship. Well, it’s called Saddest Factory, right?
“Imagine stepping onto a ship that’s moving back ‘n forth back ‘n forth but perfectly in time,” they explained. “ONE, two, three, four, ONE, two, three, four, ONE… You know you’re sinking but at the same time you’re mesmerised by the way the ship synchronised itself with the sea. I have never been on a sinking ship in the middle of the sea but I have been in a relationship.”
Then, they concluded: “‘Gold’ is about contradictions; an instructor attempting to teach a class of monsters proper manners so they can assimilate; a relationship getting so tired and so old that even gold starts to rust (which isn’t scientifically possible).”
Watch the Christina Xing-directed video below.