SINGER-SONGWRITER WILL SWINTON SHARES DARK AND DRIVING “HOLD YOU AGAIN”
Rising New Zealand singer-songwriter Will Swinton returns with the dark and driven new single “Hold You Again” via 10K Projects/Capitol Records, and catch a powerfully minimalist performance video HERE. The stirring combination of moody folk rock and cinematic Western grit will appear on the December EP, out December 13.
“Hold You Again” breaks out at a gallop — all strum and drums and stormy guitar — leaving dust in the air as Will seems dead set on reclaiming the love he lost. He admits his part in what went wrong, but has no interest in heading off into the sunset: “Maybe it’s what I deserve, for all the lies and all the hurt, but I still gotta try / ’Cause right now more than ever, I just wanna be forever in your eyes.”
The latest taste of December comes with a live-recorded clip that underscores the emotion and isolation conveyed by Will on “Hold You Again.” It’s part of a series directed by Brandon Chen which so far has included two other recent releases: the strikingly intimate “Where I Belong” (stream / watch), and the raw and reeling “Walls” (stream / watch). The latter track landed on Rolling Stone’s Songs You Need to Know, and ET’s New Music Friday recommendations. Before that came the darkly gripping “Flames”, which reached #9 on the Hot 20 NZ singles chart.
Will’s been on a tear this year. He recently wrapped up a US run as direct support on BabyJake’s hotly tipped 25-date Beautiful Blue Collar Boy Tour. He’s also released a slew of singles, including the heartfelt “Fall Apart,” which inspired POPCULTR to praise “his evocative lyrics and distinctive sound,” and declare “[Swinton’s] not just making waves — he’s creating a tidal surge of emotion and connection.” And in August, he released “Can’t Let Go,” an undeniable folk-pop gem that came with a video directed by the artist himself. The song also climbed to #7 on the Hot 20 New Zealand Singles Chart and garnered praise from Sweety High who shouted out Will’s rousing, folksy sound.”
All of that (and more) was in 2024 alone. Will closed out 2023 by opening for Dermot Kennedy and releasing “Daydream,” which clocked millions of streams, hit #5 on the Hot 20 New Zealand Singles Chart, and scored more press love, including a Rolling Stone plug. That followed the October 2023 release of Will’s debut EP Better Days, which itself capped a flurry of momentum for the then fresh face — in 2022, his independent single “All for You” cracked the Top 10 of the Hot 20 New Zealand Singles Chart, while “Better Days,” “Wasted You,” and “Leave in the Morning” all hit the Top 15.
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