Prime Time with Prime Circle
Written by Ruby Sage
Photography by Turquoise Garage Photography
Rock Icons, Prime Circle, Celebrate 23 Years of Success with the release of their Groundbreaking 8th Studio Album, ‘The World We Know’, which will be released on the 29th of November 2024.
“In 2024 we reached a pivotal moment in our 23 year journey. Focused on honouring our legacy while looking ahead, we teamed up with a long-time friend and producer from Germany
Together we went back to basics reconnected with our roots and created an album that bridges where we’ve been with where we’re headed.”
“THE WORLD WE KNOW” – PRIME CIRCLE
After more than two decades of redefining rock music, Rock Icons, Prime Circle has reached another milestone with the release of their 8th studio album, ‘The World We Know’. This latest effort not only solidifies their legacy but also marks the beginning of a bold new era with the addition of charismatic frontman Gavin Edwards.
I was fortunate enough to be invited to the ‘Prime Circle ‘THE WORLD WE KNOW’ Industry Exclusive Album Listening Event ‘on Friday, 22 November which took place at the Yamaha Theatre in Sandton. The long awaited release of their 8th studio album, ‘THE WORLD WE KNOW’, which will be released on the 29th of November 2024, marks the next exciting chapter in their musical journey.
And after feasting my ears on what’s coming, being forced to wait another week until I can get my hands on this new album is simply excruciating. As if the 7 years prior weren’t bad enough. Yes…7 years is a long wait, but I can say with absolute conviction that it will be worth the wait… and once you take a listen for yourself, you will have no other option than to agree.
The album, a sonic powerhouse packed with raw emotion and innovative artistry, showcases a seamless blend of the band’s iconic sound and fresh energy. This may be the 8th Prime Circle studio album, but it’s a first with their new front man. Besides drop dead gorgeous, (fitting right in with the overall look of the band – them all being gorgeous and all…wink, wink nudge, nudge) who exactly is Gavin Edwards?
Known for his dynamic stage presence and soulful voice, Gavin has breathed new life into the group since stepping into the spotlight.
His musical journey, beginning with notable contributions as the frontman for Allegory and later relocating to Ireland with his band Franklin in 2002, has been marked by significant achievements. Gavin, first gaining attention as a standout participant in ‘The Voice Season 1’, securing the runner-up position after finishing 7th in X-Factor South Africa, was signed to labels such as Brian McFadden’s (ex-Westlife) management and record label in Ireland. Additionally, he secured a record deal with Universal Music. Beyond his distinct vocal talent, Gavin is a multi-instrumentalist, proficient in playing guitar, drums, and piano. His solo album ‘Silver Skies’ made waves, earning a nomination for a South African Music Award (SAMA) in 2017 for Best Adult Contemporary Album. – sic. Prime circle press release -.primecirclband.com
A New Chapter
Gavin Edwards has proven to be the perfect fit for Prime Circle. With his background as a solo artist and years of experience in the music industry, he has brought a new depth and authenticity to the band’s sound. His lyrical contributions and vocal range have been an instrumental part in shaping The World We Know into a work that will surely resonate with both longtime fans and new listeners.
Believing that his life had been priming him for something bigger than himself, this could very well be that moment; he stated when the announcement of his joining the band was made publically. And this is what the band had to say;
“Presenting Gavin Edwards as our new singer is a genuine moment of excitement for each of us,” says Marco Gomes, Prime Circle’s bass player and founding member. “Gavin is not only an outstanding musician but also a wonderful person, quickly becoming an integral part of the Prime Circle family.”
And being at the album listening event and spending some time with these rock icons, I can see why the rest of the band feel the way do about welcoming Gavin into the fold.
23 Years of Evolution
Since their debut album 23 years ago, Prime Circle has remained a force in the rock world, known for their anthemic choruses, electrifying performances, and ability to adapt to changing musical landscapes. Over the years, the band has tackled themes of love, loss, rebellion, and hope, earning critical acclaim and a devoted global fan base.
Each of their previous albums has showcased a willingness to experiment, and The World We Know is no exception. The album features a mix of hard-hitting rock anthems, introspective ballads, and genre-defying tracks. Standout singles like “Calling on Angels” highlight the band’s growth while staying true to their roots, as this song speaks of the very real, enormity of something that many can relate to. That being mental health and addiction. It speaks of desperation and the despair of rock bottom but also offers hope and encouragement to those who battle with the bonds of addition.
Once the theater had filled up with guests, the lights dimmed slightly and Gavin stepped up to the stage taking a seat beside the beautiful white baby grand piano and with raw, honest emotion and deep rooted passion he started to sing, “Calling on Angels”. I could feel the definitive tug at my very own heart, my watery eyes and goosbumpy skin rendered me immensely grateful to the dim lighting in the theater as the message resonated within my soul, reminding me of the difficult road my brother traveled before, who, devoid of hope, gave up the struggle and ultimately lost the battle… If only he had come across such a powerful message of hope such as this song, sang with conviction and inspired by Gavin’s own personal experience, maybe my brother, Neil, would had been reminded of hope and found his way back … after hearing it today, my wish is that this powerful, soul stirring message will reach the magnitude of people out there who desperately need to be reminded of hope.
The Making of The World We Know
What started as a single…then an EP became a full fledged album that took the band three months to write and record… the following 11 months saw the mixing and mastering of the album by a German producer and long standing friend.
A Bright Future
Since their formation in 2001, Prime Circle has achieved multi-platinum status with seven studio albums, delivering chart-topping singles and consistently captivating audiences with sold-out tours. Their success extends beyond South Africa, as the band has strategically expanded their influence into international markets. In recent years, Prime Circle has made substantial strides in the UK and European music scenes, with intensive gigging, radio play, and headline performances at major rock festivals. This international recognition adds another layer to the band’s dynamic and diverse musical story. – sic. .primecirclband.com
As they embark on their “The World We Know” tour to Germany in February of next year.
Prime Circle is poised to continue their legacy of greatness. The tour promises to be a celebration of the band’s storied career with the powerful new tracks from their latest release.
The World We Know is a testament to their resilience, creativity, and enduring impact on the music world. For fans and newcomers alike, this album is a must-listen, proving that after 23 years, Rock Icons still has plenty of fire left.
Prime Circle band members are Gavin Edwards (vocals and guitar), Marco Gomes (bass), Dale Schnettler (drums), Neil Breytenbach (keyboard), and Dirk Bisschoff (guitar).
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