THE NEW LOUD - review added 7th May 2010
Album Review: Measures Melt (2010)
For fans of: Electro Pop Rock... and ?
The New Loud, from Milwaukee, follow up their Can't Stop Not Knowing EP from earlier this year with their first full length album, Measures Melt. I wasn't a huge fan of the EP, although it did have a couple of not-so-bad moments. If nothing else if was interesting, and there was a definite market out there for it...
The new album Is a different beast. Where the EP was full of artificial break-neck rhythms that assaulted the senses, the album is a lot more mixed. Yes, some of the dance floor machine gun beats are still there, but they don't dominate.
Shane Olivo on guitars and vocals, Jessi on keyboards and vocals, and 'Radish Beet' on drums and vocals, create a varied ambience between them. The contrast of the male and female vocals, and the mash-up of electronica, rock and pop-laden hooks makes for a bright bouncy listen. It still isn't the sort of thing I'd listen to, but it's much easier to hear the quality and appeal.
Interesting bits include the Gorillaz-alike 'Rubberman', the upbeat 'Wrapped In Plastic', 'Out of Control', which borrows some of it's melodies from Madonna's 'La Isla Bonita', and the bass-led dreaminess of 'Heartattack'. The remainder of Measures Melt is okay, but it really doesn't tickle my taste buds. There's a definite contrast between the melodious and raucous songs on the album. Only the former work for my ears.
Overall, this is a definite improvement on the EP, and I can now understand why someone would like The New Loud. Will it be your thing? I honestly have no idea. You'll just have to have a listen!
Check out... this, not the EP...