Co. Clare singer Susan O'Neill has released 'Sign of the Times,' the latest single from her upcoming solo album.

She's also unveiled an accompanying music video edited by Christopher Luke, which depicts the artist wandering through the streets of New York City.

The track is the third to be shared from the LP, following 'Drive' and' Bright Eyes.' Set to arrive in September, Now in a Minute marks the singer-songwriter's newest solo record.

"It sometimes feels that the world of media and marketing is too abrasive, it can be loud, confronting, false and unforgiving," said O'Neill of the track. "It doesn’t ring true to me, yet somehow, it works on me. I’m the fool that digests the need for material things. I’m the person feeling inadequate against the distorted image of perfection that is portrayed to us as everyday reality.

"So clever are the slogans, colours & images combined to entice us into spending money we often don’t have on things we don’t need." O'Neill continues, "This song, ‘Sign of the Times,’ is about that. I suppose I sing about ‘all the people’ because we are all targeted. It is, in reality, about my own awareness of how far I will or will not let this marketing beast play a role in my life.”

The 34-year-old folk singer released her debut album, Found Myself Lost, in 2017. In 2021, she and Mick Flannery released a collaborative album together titled In the Game, which won the RTÉ Radio 1 Folk award for Album of the Year. Last weekend, she delivered a guest performance at Flannery’s gig at Cork’s Live At The Marquee.

O'Neill has also announced her biggest headline show in Cork City to date. She is set to perform live at St Luke's on October 12. Ticket information is yet to be announced. This is just one stop on her tour across Ireland, France and Germany.

Susan also has more shows across Ireland for the remainder of 2024. For more information visit the artist's website here.