Benjamin Paul Bruce (born 31 October 1988) is an English musician. He was the lead guitarist and backing vocalist of rock band Asking Alexandria until his departure in January 2024 and has also performed as a solo artist. Bruce founded the band while he was living in Dubai but the band split and he moved back to the United Kingdom, where he then started the band again under the same name with Danny Worsnop.
Biography
Early life
Bruce was born in Wandsworth, South London on 31 October 1988.[1] At the age of six he and his family moved to Dubai.[2][3] He would later move back to England in 2006 at age 17 in order to gain recognition in the music industry, which he would gain after forming Asking Alexandria.[3]
While living in the UAE, Bruce formed the first incarnation of Asking Alexandria in 2006, which consisted of entirely different members compared to that of the band's lineup from 2008. The band released their debut album titled The Irony of Your Perfection. Bruce moved back to England, Nottingham in 2006 at the age of 17 with the band following, only for them to leave after a month due to not being fully committed to the project. Bruce then reassembled the band with new members from the local area, including lead singer Danny Worsnop, of which he had moved into his flat apartment in York. He carried the name 'Asking Alexandria' over to the new lineup due to not wanting to bother to come up with a brand new name, so he stuck with the old one.[6] When asked why he chose that particular name, he explained that "Most bands have a pretty shit band name, so I just came up with something. I came up with Alexandria as a human name, because people relate to humans." although the reason for using the word 'asking' is not explained.[7]
The band released their first official debut album titled Stand Up and Scream in 2009 via Sumerian and Victory records, produced by Joey Sturgis.[8] Although it didn't chart in the UK, it did chart in the US, peaking at; 4 in the Top Heatseekers, 24 in the Top Hard Rock Albums and 29 in the Top Independent Albums.[9] The band's second album, titled Reckless & Relentless, was released in 2011 via Sumerian records, which again featured Joey Sturgis.[10] This time, the album did chart in the UK, peaking at 7 on the UK Rock Chart, and also charted in Australia at 30 on the Australian Albums Chart.[11][12] They released their third album, titled From Death to Destiny in 2013 via Sumerian Records and peaked in the US at 5 and the Top Hard Rock Albums at 1,[9] and also charted in the UK at 28 and in Australia at 11, making it their most commercially successful album to date.[13][14]
On 19 January 2024, Bruce announced on Instagram that he was stepping away from Asking Alexandria to spend more time with his family.[15][16]
2014–present: Solo
Bruce announced that he would start recording his first album as a solo artist on 6 January 2014, after Danny Worsnop's open involvement with both Asking Alexandria, his solo album, and his latest project We Are Harlot.[17] When interviewed by Artistdirect's Rick Florino, Bruce stated that he had recorded his solo album when asked about the direction it is leaning into he responded with "There's nothing really heavy about it. There are a few classic rock 'n' roll tunes on there. Really, it's a lot of softer rock stuff." and compared it to Keane or Oasis, going on to say that it is a more of a chilled rock album, he also stated that he is the primary vocalist of the album and has eased off the guitar duties for this particular album.[18] In January 2015, Danny Worsnop stated that Bruce has completed his album and will be releasing it that same year.[19]
In March 2014, Bruce was revealed as a featured artist on the covercompilation album of Florence + The Machine, released by Sumerian Records, of which he covered the single Shake It Out.[20] When Rocksound queried on the sound of the solo album, Bruce stated that he'd describe it as "Chilled out. I'd honestly liken it to Keane, Robbie Williams and Oasis." and further stated that he finds Robbie Williams to be his main influence.[21] It was also revealed that the album will be released through Sumerian Records later in 2015, however due to the departure of Danny Worsnop from Asking Alexadria, Bruce decided to put his solo career on hold while he gets his main band up and running again with a new singer and album.[21][22] Since then he has stated that he has written more material for his solo project and intends to record new songs along with re-recording his older ones once he has some time off from touring.[22]
Other ventures
2011–present: BB Clothing
Bruce started his own clothing line originally in 2011 and existed as an online business, separated from official merchandise associated with Asking Alexandria. Bruce remained inactive on the project after 27 June 2013, the last date which he added new designs to his brand, but released a statement that more designs will be released in the following year.[23]
2014–present: KBB Records
"KBB Records is a label run by artists, for artists. With my love and passion for music along with my knowledge and understanding of the music industry it's our goal to work alongside incredible artists of all genres and to create and release amazing music for the world to fall in love with."
Loudwire, Chad Childers, 'Asking Alexandria Guitarist Ben Bruce Launches New KBB Records Label'
This article is about the record label. Not to be confused with Kelley Blue Book.
In March 2014, it was announced that Bruce, along with Asking Alexandria's manager, Kyle Borman, had launched a record label called 'KBB', and had signed a rap metal band called 'Scare Don't Fear'.[24] The band themselves decided to sign with KBB due to other record labels requesting them to change their style of music, while Ben Bruce expressed that he didn't want anything to change in their sound and to maintain it instead, giving the band more freedom in their creativity.[25]
It was revealed later that month that Caroline Records will be in a distribution partnership with KBB Records.[26] The label's first release and the band's debut album, 'From the Ground Up', was released on 17 June the same year.[27] In May the same year, it was revealed that metal band 'The Family Ruin' had also been signed and added to the roster and will be releasing an album later the same year.[28]
When he was asked why he created the label in the first place, he explained that he loved every aspect of music and wanted to be further involved in the music industry whether it's writing it, performing it, or helping other bands, and explained that it initially started with "groups of my friends starting bands and asking for my help to manage them. I thought, 'Wouldn't it be great if I could actually help bands that I think are worthy of being helped and deserve to be somewhere more than just giving them advice?'"[18]
^Bruce, Ben (30 October 2013). "Finally my fucking birthday"(Twitter Tweet). Twitter. Ben Bruce. Retrieved 1 April 2014. Finally my fucking birthday....I'm ollllld now :p
^Doyle, Thomas. "Ben Bruce"(Interview). Kerrang.com. No. 1548. Kerrang! Magazine. Kerrang!. p. 24. Retrieved 20 December 2014. I'm 26 now and I don't want to join the 27 Club of dead rockstars...
^ abGruenberg, Elliott. "Interview – Asking Alexandria [Ben Bruce] // Blessthefall". Est1987.co.uk. Est1987. Retrieved 27 June 2014. I do like going back to York, because even though I'm from London I did live in York for a long time with the guys, so yeah.
^Wiederhorn, Jon. "Interview: Asking Alexandria". Guitarworld.com. Guitar World. p. 2. Archived from the original on 6 October 2014. Retrieved 27 June 2014. Realizing he would never achieve international recognition in Dubai, Bruce moved on his own to Nottingham, England, in 2008, and after searching the internet for musicians found guitarist Danny Worsnop.
