Minneapolis is magical, so long as Lumari remains luminous. And they do. We first got excited about this sonic collective with the release of the “Doors and Corners” single in August of 2021. Hooks and chops abundantly provided, with small surprises around every corner. Strong choruses, a top-notch drummer that propels and provides power fills, guitars that churn and bend… it’s a pretty perfect pop package set in swirl and fuzz.
But now it’s been over a year, and the aficionados among us (well, the whole DKFM army to be fair) wants to know, well? Is there more? Happy to roll out both the new single and video, unlocked late last night for today’s premiere. And it’s glorious. “Neon Mirror” is unleashed into the world 11/11 (that’s some synergy there, too, being reflective as it is). And Lumari may be hoping the rest of the world catches up with us, and with them.
The video was filmed in New York’s Catskill Mountains, with dramatic performance by Leslie Cuyjet to carry the story forward. The song “Neon Mirror” features a rock-steady low-end, with almost Marr-adjacent guitar churn as foundation upon which all else is overlaid. It’s sumptuous and shimmering, alternately optimistic and bleak, making for a tasty and radio-ready confection. The choral figures that top it all off are swoonworthy, completing the perfect presentation.
We asked about the harmony between the song’s lyrical figures and the video’s interpretation of the track. Dan West, one of two brothers (t’other is Dave) who formed the nucleus of the band, put it this way: “The video explores the delicate balance between who we are and who we want to be. Whether it’s online or IRL, the mask we put on for the world to see, and the reality that exists behind closed doors can be challenging. Trying to maintain the outward appearance, even when the inner world is crumbling, can lead to dark places. What happens when these two worlds collide?” It seems neither the song nor the video provide easy answers to the question, but that doesn’t make the search for answers any less compelling.
A bit of bio of this talented squad may be in order. Twin brothers Dave and Dan West grew up learning how to play music in the dingy basements and clubs of their local punk scene. Quickly becoming fan favorites, they soon found themselves opening for icons like Green Day, NOFX, and The Offspring, and eventually touring nationally and overseas.
As their musical tastes evolved, Dave explored projects in post-modern rock and Brit pop, while Dan shifted towards indie rock and shoegaze. Eventually, the two reunited and recruited Robert Caple, an accomplished musician with a love for pedals and shoegaze. Robert’s style of creating lush, layered textures further evolved the songwriting. With the help of Eric Olson, a producer/engineer working with bands like Brian Setzer, One Republic, and Rocket From the Crypt, their new sound was taking shape. He’s also played matchmaker, introducing them to Margo Pearson.
Margo brings a powerful, crisp and emotive voice, and an innate sense of melody to the group. Her talent takes their sound to a new level of sophistication, clearing the band’s path within the shoegaze genre.
Lumari’s music is intense yet atmospheric; visceral yet ethereal. Their songs are full of emotion, telling stories that resonate with listeners on a deep level. They’ve quickly become one of the most talked-about bands in the shoegaze scene, garnering critical acclaim from all corners of the internet world.
We’d say: pay attention. These folks are compelling, and making waves that can’t be ignored. 
Follow LUMARI on Twitter, Instagram, Facebook, YouTube, Spotify, and (of course) Bandcamp.
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