SIDNEY — Platinum Blonde is back and hitting the stage at the Mary Winspear Centre, but don’t call it a reunion. In reality, it’s more like the band has simply taken a finger off of the pause button with the release of its new album Now and Never.
With four albums that have collectively gone platinum seven times over and garnered multiple Juno Award nominations, along with an induction into the Music and Broadcast Industry Hall of Fame, it’s easy to wonder what else was there for Platinum Blonde to accomplish. As it turns out, quite a lot.
“There’s been no resting on the laurels of the past successes,” said frontman Mark Holmes.
“I appreciate every last thing I’ve got, but you have to embrace what’s coming towards you. The golden age is forever, it’s right now.”
Indeed, the re-ignition of the band has been a very long time coming. It wasn’t for lack of demand — the appetite for the signature new wave rock sound that swept up throngs of fans has hardly waned since the boys pressed pause in 1991.
As the years passed the band became somewhat of a cult mystery. When electronic dance tastemakers Crystal Castles teamed with Robert Smith of The Cure in 2010 to record a cover version of Platinum Blonde’s Not In Love, an entire new generation of fans began clamouring to discover the band’s music.
For Holmes, though, there would be no rushing into any new touring without fresh music. This conviction lead to dismissing numerous offers to cash in by performing on the greatest hits concert circuit.
“We were not going to tour unless there was a new record,” said Holmes.
“You can’t stop evolving. You’ve got to stay current, you can’t limit yourself.”
The panache and passionate soul of Platinum Blonde’s music is vivid in the 10 new tracks that comprise Now and Never. This summer, Platinum Blonde will hit the road headlining numerous summer festivals across Canada including a show at the Mary Winspear Centre on Tuesday, July 2 at 7:30 p.m.
Tickets, $45, are available though the Mary Winspear Centre box office at www.marywinspear.ca or by calling 250-656-0275.