Squirrel Flower released two new singles, ‘Not Me’ and ‘Sick Tooth,’ this week to promote an upcoming studio album [1], [2].
The release marks a significant return for the Chicago-based project of Ella Williams, signaling a new creative chapter for the artist [3].
The new album, titled ‘Say a Prayer to the Gods of Getting Going,’ is scheduled for release on Aug. 21 [1], [2], [3]. The announcement coincided with the immediate streaming availability of the two singles, providing a first glimpse into the sonic direction of the full-length project.
Williams has built a reputation for atmospheric songwriting and evocative arrangements. The arrival of ‘Not Me’ and ‘Sick Tooth’ serves as the primary promotional lead-in for the August launch [1].
Travis Bland of Consequence of Sound said the album is due out Aug. 21 [1]. The project continues Williams' work under the Squirrel Flower moniker, maintaining her ties to the Chicago music scene where the project is based [3].
Industry observers said the rollout of multiple singles simultaneously is designed to build momentum before the full album arrives next month [1], [2]. The tracks are currently available across major streaming platforms.
“‘Say a Prayer to the Gods of Getting Going’ is due out August 21”
The release of these singles establishes the thematic and sonic foundation for Williams' upcoming album. By launching two tracks simultaneously, Squirrel Flower is utilizing a high-impact promotional strategy to capture listener attention quickly before the August 21 deadline, ensuring the project maintains visibility in a crowded summer release calendar.
