Northbound

“Some flowers never get to bloom,” a sentiment that has become all too familiar to Jonathon Fraser. For better or worse, this has fueled Northbound, the emo tinged rock outfit born out of Boca Raton, Florida. Since 2012, Northbound has established a committed following through several releases and an extensive touring history in the US and overseas. Their resume includes hitting the road with the likes of Simple Plan, State Champs, and many more of the scene’s most respected bands. Whether it’s at a house show or the 02 Forum in London, Northbound have proven themselves capable of encapsulating nostalgia from the turn of the millennium with none of the cliches typically involved.

Jonathon, the man behind the moniker is at his most vulnerable on his fourth full-length album “Juniper,” due out this July on Smartpunk Records. Throughout Northbound’s tenure, Fraser has maintained a presence in his songs that feels like an open door to his lived experiences- all bark, all bite. In early 2023, Fraser dug up his lifelong Florida roots and transplanted them to Los Angeles, CA, with something new to prove.

“Juniper” sees the project rising to new heights - with the strongest material in Northbound’s discography. The themes of the album are on full display - the mental weight that self awareness can bring, the search for yourself in a world that often doesn’t care, and waiting for love that still hasn’t arrived. Fraser has no interest in feigning authenticity and refuses to hold back on “Juniper.”

Northbound may be the alternative scene’s best kept secret, but those who are paying attention never stop listening. “Juniper,” and a fresh start in Los Angeles mark the beginning of a monumental shift for the trajectory of Northbound.