Australian pop phenom Ruel Vincent van Dijk, known mononymously as Ruel, has emphatically declared the dawn of his next artistic chapter with the release of his exhilarating new single, “I Can Die Now,” available globally today via Giant Music. This high-energy, emotionally charged pop anthem, pulsating with the dizzying euphoria of falling headlong into love, serves as the thrilling first taste of his highly anticipated sophomore album slated for late 2025. Crafted in a powerhouse Nashville session with an all-star production and songwriting team including GRAMMY-nominated Julian Bunetta (Sabrina Carpenter, One Direction), Ammo (Beyoncé, Britney Spears), JKash (Charlie Puth, Dua Lipa), Mark Schick (Nessa Barrett, Benson Boone), and Ed Drewett (Niall Horan), the track crackles with a newfound confidence and creative freedom that signals Ruel’s bold evolution beyond his already impressive achievements. Its driving beat, soaring melodies, and Ruel’s characteristically smooth yet impassioned vocals create an undeniable immediacy, perfectly capturing the song’s central, slightly ironic thesis: a love so complete it feels like a pinnacle experience.
Accompanying the single’s release is an elaborate, tongue-in-cheek campaign centered around a fictional medical condition dubbed “Intense Conditional Desire Neurosis” (ICDN) Syndrome. This ingenious concept springs directly from the track’s surreal, narrative-driven music video, directed by the acclaimed duo sweetiepie (Neema Sadeghi + Ethan Frank), known for their work with Gracie Abrams, Role Model, and Lizzy McAlpine. Premiering this Monday, July 21st, at 9 AM ET, the video will receive a blockbuster launch, broadcast simultaneously on MTV Live, MTVU, and MTV Biggest Pop, while also dominating the iconic Paramount Times Square billboards in New York City. The video depicts a love-struck Ruel hospitalized, slipping in and out of consciousness, his reality blurred by the overwhelming intensity of his feelings – a visual metaphor brought to life with sweetiepie’s signature blend of intimacy and cinematic flair. Fans are invited to immerse themselves fully in this ICDN world through interactive online content and storytelling designed to blend humor with genuine emotional resonance, extending the song’s narrative beyond the audio and video.
The campaign’s audacious spirit translates into the real world immediately. In a move perfectly aligned with the song’s title and the ICDN theme, Ruel will host a special pop-up event TOMORROW NIGHT, July 19th, at Los Angeles’ legendary Hollywood Forever Cemetery. Within this uniquely atmospheric setting, Ruel will deliver the first live U.S. performance of “I Can Die Now,” following its initial live debut during his critically acclaimed Red Bull Symphonic shows in Sydney. This cemetery performance promises to be a memorable, thematically resonant moment, blurring the lines between spectacle and intimacy as Ruel unveils his new era’s flagship song in a location synonymous with finality – cheekily contrasting the track’s vibrant celebration of life-altering love. Reflecting on the single’s long-awaited release, Ruel shared, “I’ve been waiting for what seems like forever to get ‘I Can Die Now’ out. I love the juxtaposition between the title and the theme and energy of the song – once you listen to it, you’ll know what I mean. On top of that, ICDN is the first taste of what my new album might be like…” This statement hints at the cohesive artistic vision guiding this next phase.
The creation of “I Can Die Now” marks a defining moment within a year of significant transformation for the 21-year-old artist. His decision to relocate from the beaches of Sydney to the creative crucible of Los Angeles was a pivotal step, soon followed by his signing as the first direct artist signing to Nate Albert’s burgeoning label, Giant Music (part of The Azoff Company). Albert, a seasoned industry executive previously instrumental in signing The Weeknd, Maggie Rogers, and Omar Apollo at Capitol and Warner, recognized Ruel’s unique potential. This move signified a major vote of confidence and provided Ruel access to an elite tier of collaborators. Working with producers like Bunetta, alongside long-time mentor and executive producer M-Phazes (Eminem, Madonna, Kehlani), and tapping into the talents of others like Joel Little (Taylor Swift, Khalid) and Kenny Beats (Ed Sheeran, Dominic Fike) for the upcoming album, Ruel has unlocked a bolder, more expansive sonic palette. “I Can Die Now” is the vibrant, confident fruit of this new environment and collaborative energy, showcasing a Ruel who is both more playful and more assured.
This single arrives on the heels of a remarkably packed and successful 2024 for Ruel. Earlier this year, he released Adaptations, his fourth EP and first dedicated covers project, demonstrating his interpretive skills and musical versatility. He then achieved a significant career milestone with his electrifying debut performance at Lollapalooza Chicago, widely cited as an audience highlight of the festival. This prestigious slot adds another impressive line to a CV that already includes four sold-out world tours, a standout performance at Tyler, the Creator’s Camp Flog Gnaw, and multiple guest appearances at Coachella alongside artists like SG Lewis and his frequent collaborator Omar Apollo. These experiences, coupled with his relentless touring, have honed his stagecraft and solidified his reputation as a dynamic and captivating live performer, making the Hollywood Forever event a hotly anticipated spectacle.
Ruel’s biography, especially considering he only turned 21 this year, is nothing short of astonishing. Bursting onto the scene at just 14 years old in 2017, he quickly amassed a global following. He boasts certified RIAA Gold singles like “Painkiller” and “Dazed & Confused,” four critically acclaimed EPs, a mammoth debut album (4TH WALL), and has surpassed a staggering three billion streams worldwide. This phenomenal success has cemented his status as one of his generation’s most influential artists. Beyond the music, Ruel exudes a sophisticated style and humility that belies his age. Whether commanding front row at Paris and New York Fashion Weeks, collaborating with orchestras in Budapest for unique performances like Red Bull Symphonic, or surprising fans worldwide with free, impromptu pop-up concerts, his magnetic presence – both endearing and unassuming – resonates deeply. His “superstar with substance” persona is undeniable.
Ruel’s artistic strength lies in his remarkable organic musical diversity. He effortlessly warps and dives into a wide range of styles, making him nearly impossible to pigeonhole. This versatility has fostered collaborations across the musical spectrum, from singer-songwriters like Grent Perez, Lime Cordiale, Holly Humberstone, and JVKE, to producer SG Lewis, and hip-hop artists like Denzel Curry and GoldLink. This chameleon-like ability, coupled with his genuine talent, ensures his music reaches a broad and dedicated audience. His international fanbase, a truly devoted army, has developed an almost prescient anticipation for his moves. Their intense focus and excitement surrounding this new release are palpable and, as “I Can Die Now” proves, entirely justified. The hand-clap infused, infectiously upbeat energy of ICDN is more than just a great pop song; it’s a statement of intent, a beacon signaling the arrival of Ruel’s most ambitious and fully realized work yet. As the lead single for his unannounced second album, it promises that the ascent of this precocious talent into true global superstardom is not just continuing – it’s accelerating into thrilling, uncharted territory. The new era has unequivocally begun.
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