ARTICLE IAN DAVID MONROE

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BEHIND THE SCENES: FENDI F/W '14 AD CAMPAIGN

SMEAR CAMPAIGN

THE TRACK: SHURA - JUST ONCE

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PREMIERE VIDEO: NILS BECH - TRIP ABROAD KINGDOM COME HYPERAWARENESS GIRLS OF NOW: CASSIE

THE TRACK: SHURA - JUST ONCE

TEXT IAN DAVID MONROE



Until this week, Shura had only one proper track to her name—but that didn't stop her from racking up over half a million SoundCloud plays in 5 months. Her debut solo release, "Touch," was a distressing revelation about past loves still burning with that familiar dull flame of desire. Drawing obvious comparisons to New York's revered (British) producer Dev Hynes, London's (Russian) Shura loves the confessional, preferring, so far, to glamorize heartbreak over partying. She admits, for example, on her follow-up track, "Just Once," that, "If you get my name wrong I won't get pissed off, 'cause I wish I was somebody else." While her peers muse mostly of self-appreciation, there's a sense that Shura speaks for her generation's accute awareness—a generation fed that love is either a "Teenage Dream" or "Ultraviolent," when in truth it can be overwhelmingly mundane (a pretty dramatic sttement in itself).


MORE TO LOVE

PREMIERE VIDEO: NILS BECH - TRIP ABROAD KINGDOM COME HYPERAWARENESS GIRLS OF NOW: CASSIE
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