TODAY IS THE DAY: Fourteenth LP From Psychedelic Metal/Noise Rock Icons, Never Give In, Out Today Worldwide On SuperNova Records + Tour With Primitive Man Nears

photo by Hank Austin

Never Give In, the fourteenth studio LP from long-running visionary act TODAY IS THE DAY, is out today on founder Steve Austin’s own SuperNova Records.

With Never Give In, TODAY IS THE DAY closes a more than five-year gap since their acclaimed No Good To Anyone LP, which was released on BMG in early 2020, just as the COVID-19 pandemic was ravaging the globe. Amid widespread praise from fans and critics around the globe, the album saw the outfit embark on a nationwide tour, but by the time the band hit the Southwest, the entire country was going into lockdown, and they were forced to return home mid-tour. Like many during the dark, early months of the pandemic, founder Steve Austin went through dismal and trying times, and after months of socio-political chaos, seclusion, and bleakness of the times, he had fallen into a slump of depression from which he knew he must emerge. He launched SuperNova Records and reclaimed the band’s entire back-catalog issued through the likes of Amphetamine Reptile Records, Relapse Records, Blackmarket Activities, Southern Lord, The End Records, and BMG, and re-released them digitally through the label’s deal with The Orchard/Sony.

However, something even more retaliatory was brewing; a massive two-part concept album manifesting all the loathing, despair, despondency, and resentment for the current state of the world, which now begins to make itself known to the burning planet, with Never Give In, the first chapter of a two-part concept, conceived and created as one massive body of music and then methodically orchestrated into two albums. These songs merge elements of many eras and lineups of the band’s wide lineage while infusing elements never previously heard in TODAY IS THE DAY’s music, as cinematic and psychedelic motifs shroud the hard-driving metallic core of these ten immersive songs. Dismal and dystopian themes fuel the downtrodden, now antagonistic toward the powers that be, trudging through the quagmire of life in hopes of a triumphant outcome.

Never Give In was written by Steve Austin who handles guitar, vocals, electronics, and Moog Sub37, with touring members Colin Frecknall on drums/percussion and Tom Jack on bass. Several guests are also featured on several tracks. “Psychic Wound” sees Aaron Polk performing drums, and “Secret Police” sees Mac Gollehon (live/session brass for David Bowie, Onyx, Blondie, Héctor Lavoe) performing trumpet and trombone, and David Brenner (Gridfailure) supplying synth and background vocals, in addition to creating the video for the song. The album was recorded, mixed, mastered, and completed with artwork/art direction and videos all by Steve Austin at Austin Enterprise Recording & Mastering in Orland, Maine.

**Immerse yourself in TODAY IS THE DAY’s diverse, deranged, and damaging Never Give In everywhere today including Bandcamp HERE**.

Never Give In is out today on LP, CD, and digitally through SuperNova Records. Bundles and more can be found at the label webshop HERE and Bandcamp where videos for “Never Give In,” “Secret Police,” and “Pain And Frustration” are playing HERE.

The sister album to Never Give In will be released in the first half of 2026. Additionally, Steve Austin supplies guitar and vocals to five of the fifteen songs on Gridfailure’s Sixth Mass-Extinction Skulduggery III album, also out today. Austin will also soon be unveiling the first official music from his upcoming debut country album and much more on that project.

TODAY IS THE DAY has also been announced as one of the bands on Primitive Man’s upcoming American Observance Tour MMXXV, joining the tour from December 1st through 12th across the Western US. Tickets are on sale HERE. Additional dates surrounding the trek and additional tour dates for this year and early 2026 are to be expected.

TODAY IS THE DAY w/ Primitive Man, Otay:Onii, Guiltless:
12/01/2025 Lodge Room – Los Angeles, CA
12/02/2025 Brick By Brick – San Diego, CA
12/03/2025 House Of Blues (Parish) – Anaheim, CA
12/04/2025 The Rebel Lounge – Phoenix, AZ
12/05/2025 Launchpad – Albuquerque, NM
w/ Primitive Man, God is War:
12/07/2025 The Record Bar – Kansas City, MO
w/ Primitive Man, Buffalo Nichols, God is War:
12/08/2025 Club Dada – Dallas, TX
12/09/2025 Empire Control Room – Austin, TX
12/10/2025 Gasa Gasa – New Orleans, LA
12/12/2025 The Conduit – Orlando, FL

“Largely inspired by the desperation and despair he felt during the pandemic, as well as the contempt and mistrust he developed for politicians, the media and anyone who tried to get too close to him during that time, Never Give In is a sprawling, disoriented cry for help and—paradoxically—an unnerving purge of the poisons that drove Austin to the edge of the abyss.” – Decibel Magazine

“Whatever it is that TODAY IS THE DAY are doing, and this remains true on Never Give In, they may not be doing it next time around. So get in quick, buckle up and prepare yourselves for further confusion… it muddies the waters more than ever before. Now fully independent, TODAY IS THE DAY are a liberated force, drunk on possibilities and beholden only to their leader’s reliably warped and wayward approach to getting this stuff down on tape.” – Blabbermouth

“…finds the band sounding as towering and shapeshifting as ever.” – BrooklynVegan

“When it comes to Steven Austin’s demented little band, TODAY IS THE DAY, expect the unexpected… It is safe to say Austin has secured his place alongside artists like Melvins and Swans, who procure heaviness in their own likeness rather than being dictated by the hallowed halls of heavy metal. The complex emotional disturbances depicted on the album are more heavy mental.” – No Clean Singing

“…I’m but a witness to the storytelling of someone who’s not afraid to share his experiences in all their glories and ugliness, and the fact that we have yet more TODAY IS THE DAY, given all that Austin’s had to endure, between loss, homelessness, and car crashes, is to be celebrated. It takes guts to paint an honest picture, and no one is as unflinching at it as Steve Austin.” – Angry Metal Guy