Previous Industries shares “Zayre,” the third single from their forthcoming album Service Merchandise due June 28th via Merge Records. The brainchild of long-time collaborators Open Mike Eagle, STILL RIFT, and Video Dave, Previous Industries bounce off of each other on this latest offering, providing a new glimpse of what their debut project as a collective has in store.

Produced by Child Actor (Armand Hammer, billy woods, Serengeti), listeners will find a stark difference in the collective’s tone on “Zayre” compared to their previous single “Pliers,” all the while maintaining a seamless collective energy reminiscent of the golden age of rap groups. The single, which the trio describes as “war drums in the break room,” opens with a run of compliments from an imagined fan, taken aback by the sheer creativity of their new project. When asked how they were able to come up with Service Merchandise’s “outer space concepts” the admirer is met with a resounding yet hilarious answer — “Whiskey!” Whether or not this is a result of liquid courage, the single is brimming with verve, signaling the invigorated pace, composition, and lyrical approach to their new project — a direct result of their creative harmony fostered by years of friendship and collaboration.

Speaking on the single the group shares, “Zayre is the name of a defunct department store. Many of our songs are named after retail outlets that failed. When you have time, watch the commercials for Zayre and know that it was a real place where people bought action figures and pants.” They add, “The producer Child Actor is a genius. He showed us his formula once and we got really scared… There’s secret lyrics to the hook that [Open Mike Eagle will] never tell you. Dave might tell you for the right price but he never will.”

Alongside the album’s announcement last month, the collective shared their intention to take their debut album on the road with a North American tour launching July 22nd. Starting in Nashville, Tennessee, they’ll move along the East Coast with live dates in Philadelphia, Brooklyn, and Boston among others before closing out the program with a performance at LA’s Lodge Room.

Upcoming Live Dates

7/22 – Nashville, TN @ The Basement
7/23 – Atlanta, GA @ 529
7/25 – Carrboro, NC @ Cat’s Cradle (Merge 35 Festival)
7/26 – Washington, DC @ Songbyrd
7/27 – Philadelphia, PA @ Milkboy
7/28 – Brooklyn, NY @ Elsewhere (Zone One)
7/29 – Boston, MA @ Sinclair
7/30 – Hamden, CT @ Space Ballroom
8/2 – Dallas, TX @ Ruins
8/3 – Austin, TX @ Ballroom (Inside)
9/27 – Minneapolis, MN @ 7th Street Entry
9/28 – Chicago, IL @ Schuba’s
9/29 – Columbus, OH @ A&R Music Bar
10/1 – Seattle, WA @ Barboza
10/2 – Portland, OR @ Hawthorne
10/4 – San Francisco, CA @ Neck of the Woods
10/5 – Los Angeles, CA @ Lodge Room

Pre-order Service Merchandise HERE.