Squirrel Flower Announces New Album ‘Say a Prayer to the Gods of Getting Going’ and Shares Single ‘Reelin’

Key Takeaways

• Fourth album releases August 21 via Polyvinyl Record Co.
• Lead single 'Reelin' features dunes and industrial cityscape video.
• Produced with Alex Farrar, emphasizing ethereal vocals and texture.
• North American headlining tour announced for autumn after supporting acts.

Pulse Analysis

Squirrel Flower’s upcoming release arrives at a moment when indie folk artists are increasingly blending atmospheric production with narrative songwriting. By partnering with Polyvinyl Record Co., a label known for nurturing genre‑defying acts, Ella Williams taps into a distribution network that reaches both dedicated vinyl collectors and streaming audiences. The album’s title, Say a Prayer to the Gods of Getting Going, hints at a thematic focus on movement and introspection, resonating with listeners who value authentic, place‑based storytelling.

The production process underscores a deliberate shift from the dense indie‑rock walls of her previous work toward a more spacious, ethereal soundscape. Working with Alex Farrar—renowned for his work with MJ Lenderman and Waxahatchee—Williams recorded initial tracks in a rustic Wisconsin studio before refining them in Asheville’s Drop of Sun Studios. This bi‑regional approach not only captures diverse American biomes but also allows for meticulous layering of acoustic textures, giving the vocals a clarity that sets the record apart in a crowded market.

Touring remains a critical revenue driver for independent musicians, and Williams’ strategy reflects that reality. After supporting high‑profile acts like The Beths, Spoon, and Ethel Cain, she is launching her first full‑band headlining tour in two years, covering major North American markets. The tour will likely amplify album streams, drive merchandise sales, and reinforce her brand as a compelling live act, solidifying her position within the indie ecosystem and attracting new festival bookings.