Since Australia’s The Rubens signed their U.S. label deal with Warner Bros. a lot of people thought that they would have gained more traction than they have. Especially considering that they have a blues-influenced rock style similar to The Black Keys that’s been popular over the past five years. That hasn’t happened, and one of the reasons why is because the lead single off of their record is called “My Gun.” That’s not a single title that’s easy for people to latch on to and promote. The song isn’t about a gun, but that doesn’t really matter with the mass shootings that have occurred in the U.S. over the past couple of years - people are sensitive to the subject right now, and on both sides. Radio program directors and other outlets haven’t exactly been chomping at the bit to play and promote the song in America. Talking with The Rubens’ Sam Margin about the band’s next step with promotion, he said they were currently looking at making a new video.
“We’re looking at shooting a new video for ‘My Gun’, said Margin. “We shot one in Australia but we’re looking at making a new one. That’s been an issue for us, the whole gun thing. That’s become a political hot potato. That’s been hard for us with our main single being called what it is. I think we’re going to shoot a new video for that without any gun imagery. That song isn’t about anything like that, I don’t understand how people can’t see that it’s a metaphor for power in a relationship. But it is what it is. So, we’re going to do that I think.”
Making a new video for the single is a step to overcome what’s been a big challenge for the band from New South Wales, Australia. Still, Sam understands the trepidation from people that could keep them from picking it up.
“I understand it. Every major radio station is thinking, ‘Can we have our new single be called “My Gun? What does that say about us?’ I get it, but it just really sucks. It’s been terrible, but f___ it. We’re just going to keep writing songs and eventually we’ll write something that people won’t get offended by.”
More than likely The Rubens will be just fine. They’re currently on tour with Grouplove in the U.S. The tour started this past week and continues through the month. To see the tour dates and for more information on The Rubens, visit www.therubens.com.