New Video: RUBY 9100M - ‘Screaming’

Introducing RUBY 9100M with her debut single and video ‘Screaming’ out now via progressive non-human record label Avastar.

RUBY 9100M is a virtual human being, influencer and artist whose creativity and persona has garnered respect across multiple industries leading her to collaborations with fashion and tech magazines, brands, artists and galleries. Having previously worked with global heavyweights Grimes, Jackson Wang, Nike, Fendi, Moncler, Watson, Snapchat, The Fabricant and more, RUBY 9100M is thrilled to be stepping out on her own with her massive electronic dream-pop debut.

‘Screaming’ explores RUBY’S own perceptions and desires of agency and autonomy that come with the territory of living in between worlds and encourages listeners to forge their own path. Growing from an eerie soundscape sampling birds and wolves, the hip-hop and electronic-influenced beat creates an atmosphere for RUBY to discover her voice for the first time and reflect her own struggles with bottled-up emotion and self-expression.