I can’t decide if my attention being drawn to this Detroit three-piece is down to a spooky coincidence of (bad) timing, or simply just pretty damn fine opportunity spotting / capitalising on behalf of their PR Company!
ROYAL HOAX produce a particularly infectious brand of fun-filled alt-pop, as can be seen from the video for their current single, ‘Shiver Shake.‘ It brilliantly pokes fun at the internet craze for ‘flashmobbing’, features a host of furry creatures and mall shoppers getting their groove on to the mega-catchy tune, before inviting watchers to learn the ‘Shiver Shake’ dance and upload their own videos at shivershakeit.com .
However, the lads do have a serious side to them also, and are known in their local community for their ‘Rock4Hunger Tour’, where they perform free concerts at schools and colleges across the City of Detroit before hosting canned food drives and donating massive chunks of their merchandise sales to Gleaners, a local food bank. Since starting the tour they have played at over 30 schools to around 25,000 students, supplying over 30,000 free meals to those who need them. The state of Michigan has one of the USA’s worst economies and Royal Hoax are doing their bit to help out where they can.
Their debut album should hopefully be ready for a UK release on St Valentines Day next year, before which there will be other videos and tracks made available.
Meantime – see if this doesn’t get your feet moving!