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Various Cruelties is an alt soul pop incarnation formed in London, England, United Kingdom in 2010. Initially a solo project envisaged by Liam O'Donnell (vocals/guitar). O'Donnell later added Beanie Bhebhe (vocals/bass/beats), Adam Coney (guitar/vocals) and Dean Valentine (drums) forming a full band in the process. VC released their first singles as limited edition hand stamped vinyls in early 2011. After an appearance on Later with Jools Holland in the UK. They released their first self titled LP Various Cruelties on 30th April 2012 in the UK and October 2012 in the USA. Subsequently they have been used in various ads Read more on Last.fm.