Still riding the wave of attention and accolades garnered from the release of his debut EP Afterimage in 2017, singer/songwriter/guitarist R.LUM.R is creating quite a stir ahead of his forthcoming major label debut. His latest single “How This Feels,” which racked up over 125K streams in one day, is a fiery tale about being brutally honest about the root and the state of one’s relationship. His tone is painstakingly sincere as he sings, “I don't want to lead us in the wrong direction / Forced to fake a feeling 'cause we both need affection / End up co-depending 'cause we can't deal with depression / The way we need / So can we be real, darlin' 'bout how this feels?”
If you aren’t careful, such deep and thought-provoking lyrics could send you down an emotional rabbit hole and may force you to take a good look at your own reality. The Edgar Daniel-directed visual uses a burning car as a metaphor for what could erupt when actuality and accountability settle in. It makes for a captivating video to accompany the equally compelling track, which was exactly what the Florida native was aiming for. He says, “With this first visual, I wanted to make sure to do something more striking and interesting than I've ever done that makes you feel the isolation that is so felt in the music. I think we did it with 'How This Feels.'"
Watch R.LUM.R’s video for “How This Feels” below, and be sure to add the track to your heartbreak playlist from your favorite digital platform. Though there’s no official release date for his new project, word on the street is that it is set to drop this fall on Island Records. In the meantime, stayed tuned for the roll out and be sure to follow him on Facebook, Twitter and Instagram.