Lord Sonny The Unifier Releases Official Music Video For “(All My Friends Live) Underground”

*The Following Press Release Was Issued By Independent Music Promotions*

Lord Sonny the Unifier

(All My Friends Live) Underground 

25 September 2020
Brooklyn-based Purveryor of Psychedelic Punk Rock Lord Sonny the Unifier has returned with the first new music since his debut full-length “FINAL NOTICE!” (2019) and boy, does he sound revitalized. The first of four singles to-be-released on his latest All New Information’ EP, ‘(All My Friends Live) Underground’ is a rousing, melodic anthem with momentous grit. On this Sgt. Pepper-soaked downtempo track, Greg Jiritano’s signature rock n’ roll snarl is heightened by the presence of Amy Gordan on backing vocals.

From the Artist:

(All My Friends Live) Underground is a song about iconoclasts and outsiders who find their group of freaks, or Tribe in the shadows and underbelly, outside the conventions of  society. It’s a calling to join us and leave behind what society has embraced as the norms and the acceptable, the well trod path above. Leave the trivialities being thrust upon us since birth and join our Tribe and rediscover there the truths that will enrich you and not those who suck your energy in order to enrich themselves.  

Lord Sonny the Unifier’s anticipated new EP ‘All New Information’ was released 11/13/20.

Further Info:

Artist Name: Lord Sonny The Unifier
Location:  Brooklyn
Label: Independent
Cover Art: by Rob Warren
Musician Names/Instruments: Greg Jiritano: Vocals, Guitar, Synthesizer.  Billy Smollen: Bass Derek Swink: Drums  Jon Caplan: Piano, Organ
Backing Vocals by Amy Gordon
Producer Name(s): Greg Jiritano
Mixed by Tony Maimone, Mastered by Matt Labozza
Similar/RIYL: Jack White, Sean Lennon, David Bowie, Queens of the Stone Age, The Clash, Motorhead, Foo Fighters, Black Keys, the Claypool Lennon Delerium
Genre(s): Psychedelic Rock, Rock & Roll, Punk, Alternative

1: (All My Friends Live) Underground    
2: Knockout    
3: I Love You World  
4: Pay The Man (When You Leave)

Press Quotes: 

“Lord Sonny The Unifier not only delivers all the good, they ooze with potential – and in today’s musical climate. They are a band with a clear cut musical mission statement. Not an ounce of compromise” – Joe Hughes, Alternative Nation.  

“An anthemic sonic voyage that serves as a soundtrack for a new rebellion” – Joshua Smotherman, Middle Tennessee Music    

“There is something distinct that will never be accused of being derivative or contrived” – Justin Harlan, The Farsighted


Official Website: www.lordsonnytheunifier.com  
Apple Music:  https://music.apple.com/us/artist/lord-sonny-the-unifier/1440287498  
Facebook: https://www.facebook.com/lordsonnytheunifier/
Twitter: https://twitter.com/LUnifier  
Instagram: www.instagram.com/lordsonnytheunifier      
Bandcamp: https://lordsonnytheunifier.bandcamp.com/releases  
Soundcloud: https://soundcloud.com/gregory-jiritano  
YouTube Channel: https://www.youtube.com/channel/UC–v33-RaTeUVTgKAl_BJXA    
Song Tradr:  https://www.songtradr.com/user/dashboard/seller  
CDBaby:  https://store.cdbaby.com/Artist/LordSonnytheUnifier

Artist Biography

Brooklyn-based alternative rock band Lord Sonny The Unifier is lead by Gregory Jiritano. Jiritano began playing guitar at age 8, formed his first band band at age 12 and began playing in NYC bars at age 16. After the loss of his recording studio in a fire in 2015, he had to throw in the towel – and his unfinished album – or regroup. He regrouped. Jiritano conspired with good friend Carmine Covelli to play drums, soon met Tyler Wood, a keyboard-wizard-freak and sound guru, Tyler swore by his good friend Derek Nievergelt on Bass, and thus, Lord Sonny the Unifier was formed… and album completed.

“I began playing guitar at age 8 and so, I cannot remember life without a guitar in my hands or very nearby. It was a $20 acoustic guitar my mother brought me back from Mexico. After moving on to an electric guitar, I joined a band at age 12 and miraculously, we got gigs at schools, local fairs and church basements. At 16, I began playing in bars in NYC and the surrounding boroughs. Two years later, I began writing and it was at this time, I got very interested in the recording process and decided it would be best if I owned my own recording equipment in order to be a self-reliant musician and to begin sonic experiments without restrictions, either by studio cost and time restraints or record label handicaps. It was also then that I decided it would be best to concentrate solely on my own songs and projects and not be distracted by playing other people’s music in other bands, no matter how lucrative or exciting the prospect might be.

“And so began the real journey. I spent those early years working with John Schumann (who later started an effects pedal company called Schumann Electronics), I isolated this band in the mountains of Massachusetts and wrote and recorded using only modified analog effects and stringed electric instruments aided by John’s electronic wizardry often over dubbing up to 40 guitars. It was a time of extreme sonic experimentation. We worked for six years recording there on a 24-track 2-inch tape machine, using only analog outboard gear and stringed instruments… even the drum sounds were produced by stringed instruments.

“Unfortunately, none of this music was released and due to its’ extreme recording techniques, we never performed live and we then went our separate ways. I moved the studio back to Brooklyn and began a solo project playing all the instruments and limiting the guitar tracks to 12 or so and after three years, that recording was also complete. Misfortune again struck and as I was plotting its’ release and promotion, the building the studio was in caught fire and burnt to the ground and everything I had purchased to pursue the dream of recording was gone. I now had no money to promote this just-completed album and so, it too was abandoned. I needed to regroup in order to plot the next step.

“The next step is this release ‘FINAL NOTICE!’ I decided to not purchase a new studio, but rather to use ones available to me and to pay up front as in the end, it would be a more expedient way to accomplish the recordings.

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