Lord Sonny The Unifier Releases Official Music Video For “Knockout”

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

Lord Sonny the Unifier


20 October 2020
Don’t make him start a riot.

Brooklyn Psych Rock artist Lord Sonny the Unifier releases third single from ‘All New Information’ EP entitled ‘Knockout,’ released Oct 20, 2020 on digital platforms. ‘Knockout’ is brought to life by an adrenaline-pumping music video directed by Amy Gordon.

Musically, this is LSTU at his most disdainful and punk-drenched, bringing his David and Goliath-inspired lyrics and uptempo electric theatrics on full display.

From the Artist:

“Knockout is a song about an all out victory and the need to prepare ourselves for battle against an opponent that is pure muscle. Like a boxer does building him or herself up on the way to the ring, we must uncover the hidden weaknesses in the opponent and hit them there, relentlessly until they fall. In this song, the abusers have been identified and the masses, who can no longer contain their disdain, have revolted and now the fates are sealed for these abusers. No matter what happens to us on the way, we stand tall and relentlessly persevere until our last breath.   

In the video, the obvious boxing metaphor is used and Amy Gordon shows a variety of bouts to depict the cruelty, the absurdity and the David and Goliath struggle on both sides. Juxtaposing this with street protests ties together the meaning behind the song.” 

Stream on Spotify.

Listen at Bandcamp.

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  
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. LSTU’s music is gritty, untethered rock with overtones of post-punk and melodic psychedelia.

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 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 2inch 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.

Lord Sonny the Unifier’s debut FINAL NOTICE! (2019) garnered positive response with rock, punk and psychedelic music enthusiasts. With eye-catching cover artwork by Shaun Friesen and a series of in-depth music videos by BD Pironti, Gregory Jiritano’s detailed vision for the album came to fruition.

In 2020, Lord Sonny began releasing new material, announcing the release of new All New Information EP, released Nov 13, 2020 on all platforms. This time, cover artwork and photography was done by Rob Warren. Conceptual music videos supporting the singles were by Damien Paris (Pay the Man), Amy Gordon (Knockout) and BA Miale  (All My Friends Live) Underground) . LSTU’s signature sound has evolved with the times, bringing that much more bite, both lyrically and musically, on this compelling set of new tracks.

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