RUBY 9100M has released their debut single and video ‘Screaming’, out now via progressive non-human record label Avastar.
Launched by Shanghai and Melbourne based entertainment and production house Club Media, Avastar works closely with the world’s leading creative and technical innovators as well as real-life human musicians to unearth a new generation of talent, while embracing technology as a vessel to the future to develop virtual characters into music stars that live in both the physical and digital realm.
RUBY 9100M is a virtual human being, influencer and artist whose creativity and persona has garnered respect across multiple industries, including collaborations with fashion and tech magazines, brands, artists and galleries. Having previously worked with global heavyweights Grimes, Jackson Wang, Nike, Fendi, Moncler, Watson, Snapchat, The Fabricant and more, RUBY 9100M is thrilled to be stepping out on her own with her massive electronic dream-pop debut, ‘Screaming’.
‘Screaming’ builds from an eerie soundscape sampling birds and wolves, creating an atmosphere for RUBY to discover her voice for the first time. The hip-hop and electronic-influenced beat build up to reflect the way that RUBY struggles with self-expression. The official music video accentuates this idea, with RUBY literally breaking free from expectations, transforming and evolving into her own curious, marvellous and autonomous being.