Sugar Confront AI and Phone Addiction on New Song “Keep Looping”

Reunited alt-rock power trio Sugar have released “Keep Looping,” the third single since their unexpected return last year. The track arrives ahead of a North American tour, where limited 7-inch copies of earlier singles “House Of Dead Memories” and “Long Live Love” will be available.

Frontman Bob Mould addresses themes that had no place during the band’s original ‘90s run: phone addiction and AI thievery. In a statement, he described a “love/hate relationship with AI” in San Francisco, acknowledging its role in reviving the city while questioning the societal and environmental costs. The song itself is a lean burst of power-pop—under two and a half minutes—driven by a scrambling guitar solo and sharp tambourine accents.

Bassist David Barbe called it his favorite of the new material, citing the intensity of the main riff and the way the bridge lifts the track. “The combination checks a lot of boxes for me,” he said. “Keep Looping” is out now on Granary Music/BMG.