Gruff Rhys releases his new album ‘Seeking New Gods’ through Rough Trade. This is Gruff’s seventh solo album. ‘Seeking New Gods’ was recorded following a US tour with his band and mixed in LA with superstar producer Mario C (Beastie Boys). The album concept was originally driven to be the biography of a mountain, Mount Paektu (an East Asian active volcano). However, as Gruff’s writing began to reflect on the inhuman timescale of a peak’s existence and the intimate features that bring it to mythological life, both the songs and the mountain became more and more personal. “The album is about people and the civilisations, and the spaces people inhabit over periods of time. How people come and go but the geology sticks around and changes more slowly. I think it’s about memory and time,” he suggests of ‘Seeking New Gods’ meaning