Action Forever Releases Debut Single “Loveless Love”

Sim, the bandleader of Action Forever, grew up in Brantford, Ontario. His obsession with music began at age five and, for the next two decades, his natural talents were fostered by a musical family upbringing and constant exposure to a unique and eclectic mix of influences ranging from 80’s pop, to progressive rock, to jazz and indie.

He’d been working for years on a body of original fringe-pop music for a 4-piece band, now to be released under the name Action Forever. The music, while lively, electric, melodic, and danceable, explores darker themes such as loneliness in a digital age, abusive relationships, loss of identity, and mental health. 

“Loveless Love,” the latest single from the group, was written by Sim from the POV of a man suffering from online sex addiction and parasocial relations.  

“Loosely, the song tells the story of a man who is entranced by the world of live online sex, so much so that he gives up who he is: his morals, his dreams, his money, etc. for virtual transactional relationships with performers which he ultimately falls in “love” with”  I want the listener to feel the tension of the main character’s struggle – the struggle of addiction.”