Prince Rama Xtreme Now

CAK111

Mar 4th, 2016

A pummeling, voluntary thrust into the heart of darkness at the speed of light; a face-first bungee jump off the mortal coil into the gaping canyon of forever; a fistful of snow hurled at death’s grin from high on a ski-lift doomed to eternally climb the summit-less mountain; a motorcycle falls from a tear in Hell; a tesseract constructed out of a half pipe slows down time as life flashes before your eyes in vivid colors; a pastless, futureless XTREME NOW unwinds before you, interrupted only by the consumption of a mysterious glowing green liquid oozing from a shiny aluminum can marked “ENERGY…”

Xtreme Now is the most extreme album Prince Rama has ever made. Writing for Xtreme Now began while the Larson sisters were living on a black metal utopian commune on Vȫrmsi, a remote island off the coast of Estonia during the summer of 2012. There, Taraka had a near death experience inside an ancient Viking ruin which sparked a recurring sense of time-schizophrenia, or the physical sensation of existing in multiple time periods simultaneously. In this case, she experienced a joint-existence in both the medieval ages and the year 2067. In one of her prophetic visions she describes, “In the year 2067, I witnessed an aesthetic landscape where art museums are sponsored by energy drink beverages and beauty is determined by speed. I saw a vision of ancient tapestries stretched across half-pipes and people base-jumping off planes with the Mona Lisa smiling up from their parachutes. I saw art merge with extreme sports to form a new aesthetic language of ‘Speed Art.’ I realized that time travel was possible via the gateway of extreme sports, and I wanted to make music that would provide the score.”

Perceiving a great void in the world of extreme sports for music that could match the metaphysical intensity of these death-defying feats, Prince Rama set forth to make Xtreme Now, the first real foray by any musician to create a new “extreme sports genre.” For inspiration, the sisters looked to their own flirtations with death and time-dilation, along with countless hours of obsessively watching extreme sports videos and consuming dangerous quantities of Monster Energy drink.

Working with acclaimed dance producer Alex Epton of XXXChange (Gang Gang Dance, Björk, Spank Rock, Panda Bear, The Kills), the new songs take on a more powerful, confident, fierce, infectious, all-encompassing, and accessible dance-club feeling than any other Prince Rama record – a fearless, visionary pop tour de force for the ghost-modern era that celebrates the ephemerality of life, dancing just at the edge of death’s gilded smile.

Tracklisting

1. Bahia
2. Your Life In The End
3. Now Is The Time Of Emotion
4. Slip Into Nevermore
5. Fake Til You Feel
6. Believe In Something Fun
7. Xtreme Now Energy
8. Fantasy
9. Sochi
10. Would You Die To be Adored
11. Shitopia

Audio

Other Info

PRESS CONTACTS
North America: erint@grandstandhq.com
Europe: andy@carparkrecords.com

XTREME PERKS
• North American publicity by Grandstand
• College and non-comm radio promotion by Terrorbird
• Limited edition black/neon green starburst vinyl
• Produced by Alex Epton aka XXXChange (Gang Gang Dance, Björk, Spank Rock, The Kills)
• Winter and spring North American headline tour, including SXSW
• Vinyl and CD include poster
• Vinyl includes free digital download

UPCs
Deluxe LP: 677517011142
Standard LP: 677517011111
CD: 677517011128
Digital: 677517011159

Press Photos

Hi-res TIFF album art:
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Photos by: Shawn LaChapelle
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Photo by: Will Rahilly

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Photo by: Derrick Belcham
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Artist Bio

Prince Rama is made up of sisters, Taraka and Nimai Larson, who have been playing music together for over a decade. Their bizarre and often misunderstood history brought them from the Hare Krishna Ashram where they grew up without TV or internet to art school in Boston, where Taraka studied experimental film and started making music as a means to write scores to her own surreal and often nihilistic films. After releasing their first two records in the UK, she worked for visionary artist Paul Laffoley and wrote Architecture in Utopia in 2009 based on his paintings of utopic space. From the very inception of the band, there was a strong link between music, performance, and visual art, as well as a kindredness with other visionary artists at the fringes of society and esoteric spirituality.  

Prince Rama’s lifespan reveals a prolific, unique, and multi-disciplinary approach to culture-making, releasing eight albums in ten years.  After being discovered in a Texas dive bar by Avey Tare in 2010, Animal Collective helped them record and release Shadow Temple on their label, Paw Tracks, and Trust Now shortly thereafter, which peaked at #3 and #6 on the Billboard New Age Charts, respectively. Since then, the band has continually delivered powerful, raw performances of their own brand of disheveled visionary psychedelia, drawing influences from otherworldly ecstatic rituals, lo-fi rock and outsider disco, as well as coining and embodying the utopian spirit of “The Now Age Movement,” a cult of post-Internet transcendentalism. To commemorate the Mayan apocalypse, they released Top Ten Hits of the End of the World in 2012, a pseudo-compilation album comprised of ten singles “channeled” from fictional deceased pop bands and partially recorded with members of Ariel Pink’s Haunted Graffiti. Their last album, 2016’s Xtreme Now was the inaugural entry into what they have playfully coined as the “Extreme Sports Genre,” writing eccentric motivational dance music to fit the score of extreme sports’ death defying feats. One could see these preceding albums as premonitory preparation for this final release, Rage In Peace, where the band has to come face-to-face with its own mortality on a much more intimate, personal level. 

Their visual art practice has always been an extension of the music itself, exhibiting internationally at the Whitney Museum of Art, Indianapolis Museum of Contemporary Art, and Brooklyn Museum, to name a few. Taraka has also published several manifestos on the “Now Age” that puts forth Prince Rama’s aesthetic and metaphysical philosophies, garnering a growing cult of followers and earning both hatred and praise from art and music worlds alike. Her seemingly effortless way of weaving conceptual art practice with music places her in an ancestral legacy of New York renaissance visionaries such as Kim Gordon, Laurie Anderson, and Patti Smith. They also released Never Forever, a Now Age psych-opera to accompany Top Ten Hits which premiered in 2013 at the MoMA PS 1 VW Dome. 

Since Nimai’s departure from the band after a final concert on New Years 2017, Taraka has taken time off to work on a solo album in New York and finish the last remaining Prince Rama songs to be released as a farewell EP, Rage In Peace in summer 2019.