The Cloud Room UK

Hailing from Brooklyn, New York, The Cloud Room became a buzz band across the Atlantic when their superb single "Hey Now Now" became a sensation on college radio and music blogs. As a consequence, The Cloud Room became the first unsigned band to be used in an international ad campaign for Pepsi Max.
The split screen advert which features Brazilian footballing legend Ronaldinho will roll out across the UK in August in tandem with the beginning of the forthcoming football season.
The Cloud Room are led by guitarist and singer J, relative of American Minimalist Composer Philip Glass, who founded The Cloud Room after moving from California to New York in 2000. In 2004, J suffered a health crisis, got a sore throat that proceeded to last unabated through the season and into spring. At the end of the fourth month, the spooked J got an HIV test. It came back positive.
He tested again-- at which point the doctor took a three-week Caribbean vacation, safely locking the new results (negative) out of J’s reach in her office. Distraught, J began working on songs, one of which was "Hey Now Now"; when he got the good news that his test came back negative, an overjoyed J decided to focus his energies on music.
The basic tune for "Hey Now Now", in all its fetal-position primality, came together during the wait ("I wasn’t sure where it came from-- it sounded like a children’s song," the author says). Conversely, the lyrics ("We’re going downtown! We’ll take the bus there! Pay the bus fare! And we’ll find a new reason, a new way of living") tumbled out in the rush of joy that followed.
The band have toured with The Editors and Muse amongst others.
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Single 7" limited edition and download of ‘Hey Now Now’ will be released in the UK 5th November 2007 and the album will follow in March 2008
"a dynamite single...delivered so infectiously it’s near delirium" pitchforkmedia
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