Formerly known as Strawberry Launch, Launch spent seven years establishing themselves in the New York City indie scene before stepping into a new artistic era under their current name. Made up of 5 members- Riiza (vocals), Matrianna Gahol (guitar), Taylor Hurt (keys), Abby Flicker (bass), and Benjy Berkowitz (drums)- the tight-knit group has developed a sound that blends engaging guitar work, cinematic alternative rock, and hints of psych-rock. 

The band’s evolution is especially clear in recent music. Their mid-2026 single “Start of Forever” marked another step into their alternative aesthetic, followed by “99 Alero,” a windows-down rock anthem inspired by lead singer Riiza’s real 1999 white Alero that she drove as a teenager. The track captures the restless excitement of standing on the edge og a new chapter, channeling the feeling of being ready to leave the past behind and race toward whatever comes next. 

Launch has already made an impression beyond their hometown scene. After releasing two EPs and earning recognition from Rolling Stone India, Atwood Magazine, and Pleaser Magazine for their mesmerizing soundscapes and narrative-driven songwriting, the band took their music on the road with their ‘Big Bad Luck’ tour, spanning four weeks, 15 shows, and 8,000 miles. They also made their major festival debut at Governors Ball in June 2025 and have shared stages with artists including Beach Bunny, Small Crush, and Hot Flash Heat Wave. 

With their shift from the bubblegum pop roots of Strawberry Launch toward a more cinematic alt-rock sound, Launch are carving out a distinct identity in the NYC indie scene. Their latest releases showcase a band unafraid to grow, experiment, and turn personal stories into music that feels both nostalgic and ready to move forward. 

Listen to 99 Alero now: https://too.fm/0nqxqn6