Midniter Photo credit: Paul Juan
Taking a dive into retro ‘70s glam, kitsch and sleaze, “Sugar Man” is the new single and video from indie-electronic act Midniter: the solo moniker of Charlotte, North Carolina’s Nic Pugh. Premiering exclusively with The Big Takeover, “Sugar Man” is a song about addiction.
As Nic tells it:
“Whether it’s drugs, booze, your phone, or literal sugar, it’s about being sold the things that kill us every day, and how we eagerly accept them in most cases. This song was inspired by my addictive personality, Velvet Underground’s ‘Waiting for the Man’, and Jeff Bezos. I liked the idea of making Sugar Man a character, attempting to personify a manipulative corporation, or the gaudy excess of capitalism. Remember, kids: Your drug dealer is your best friend. Consume! Consume!”
While still imbued with Midniter’s characteristic synth-driven indie pop, ‘Sugar Man’ also recalls the guitar-fuelled early ‘70s UK glam of Marc Bolan and T. Rex, or the ‘60s psychedelic pop of The Beatles: who also get a nod from the video, via Pugh’s Lennon-esque “Sugar Man” persona.
Reflecting on the creation of the song’s contrasting blend of sounds, Nic explains:
“The demo idea started with a balloon-like synth sound over a super simple drum beat. At that point, I knew I wanted all the following instruments to be synths that sound and move like guitars but aren’t guitars. It eventually evolved into this sugary, lazy, kind of nostalgic song. The sugar man character was born quickly from that cereal milk.”
Part pimp, part pusher, part psychedelic Pied Piper, the kaleidoscopic “Sugar Man” video is infused with vibrant color, gaudy flamboyance, and a series of interconnecting lollipops. The video was directed and edited by regular collaborator, Paul Juan at Yawn Productions.
Nic continues: “Paul and I shot most of the video in a photo studio in Noda (Charlotte). What was supposed to be a quick one-day shoot turned into a four-day pain in our ass, but I at least had a good time dancing and being silly with some friends!”
At 36, Pugh has been a traveling musician for almost 20 years, playing in mostly punk and rock’n’roll bands, with highlights including Paint Fumes and Jaggermouth. Creating Midniter in January 2024, the project formed as an antithesis to his previous guitar bands. Although influences (including Radiohead, Justice, The Knife, LCD Soundsystem, Aphex Twin, Square Pusher, and M83) stem from many genres, Midniter was parented by the bands of the Indie sleaze era.
Together with fellow Charlotte NC musician, Nic Holman, Pugh is also the co-founder of SugarTank! Records: an independent label dedicated to supporting and celebrating artists in the LGBTQ+ community, including allies.
“Sugar Man” by Midniter is out on 10 February 2026 from SugarTank! Records: available on Bandcamp, Spotify and all the usual digital music platforms.
New music on the way? Pitch Big Takeover Exclusives.
