Sim, the bandleader of Action Forever, grew up in Brantford, Ontario. His obsession with music began at age five and, for the next two decades, his natural talents were fostered by a musical family upbringing and constant exposure to a unique and eclectic mix of influences ranging from 80’s pop, to progressive rock, to jazz and indie.He’d been working for years on a body of original fringe-pop music for a 4-piece band, now to be released under the name Action Forever. The music, while lively, electric, melodic, and danceable, explores darker themes such as loneliness in a digital age, abusive relationships, loss of identity, and mental health. “Loveless Love,” the latest single from the group, was written by Sim from the POV of a man suffering from online sex addiction and parasocial relations.  

“Loosely, the song tells the story of a man who is entranced by the world of live online sex, so much so that he gives up who he is: his morals, his dreams, his money, etc. for virtual transactional relationships with performers which he ultimately falls in “love” with”  I want the listener to feel the tension of the main character’s struggle – the struggle of addiction.”