“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” – Malcolm Gladwell, ‘The Tipping Point: How Little Things Can Make a Big Difference’ (2000)
Though he has been performing and recording for a few decades now, chances are that you’ve never heard the name Caron “Sugaray” Rayford or indulged in his impassioned brand of blues and soul. But like the acclaimed author Malcolm Gladwell’s famous construct of “the tipping point,” Rayford’s relative obscurity seems to have reached its expiration date and the Texas-bred singer-songwriter appears poised for his big breakthrough, his career tipping point.
Immersed in the music of the church from an early age, Rayford expanded upon his gospel pedigree by transitioning into the blues and building his reputation with the Southern California based band Urban Gypsys and Aunt Kizzy’s Boyz. After recording a few albums with the latter, Rayford launched his solo career and released his debut album Blind Alley in 2010. Two more albums—2013’s Dangerous and 2015’s Southside—have followed, and he has recently racked up a handful of Blues Music Award nominations, including the prestigious BB King Entertainer honor in both 2015 and 2017.
With their sights set toward introducing his music to a much broader audience, the Italian indie label Blind Faith Records is currently prepping his fourth studio affair entitled The World That We Live In, which is slated to land in stores September 1st. And today, we’re grooving to Rayford’s just-released single “Take Me Back” and its gorgeously filmed video, shot in Rome and directed by Federico Catalano. A glorious display of his powerful vocals that call to mind soul pioneer Solomon Burke combined with a buoyant track reminiscent of the Dap-Kings’ retro aesthetic, “Take Me Back” has further whet our appetite for the forthcoming full-length.
Watch the video below and be sure to clear some room in your record collection for The World That We Live In.