The Cults might not be the next big Top 40 underdog story, but they are an act to watch. They came up on the indie music radar a few years ago with their debut self-titled album. If you were big into the indie scene in 2011, you might have heard their big hits “Go Outside” or “Abducted.” Pitchfork gave that album a rare great review.
Their new sophomoric effort furthers the experimental pop aesthetic of their prior releases, but also seeks to be more atmospheric, grittier, and ultimately more unique. The sound is still very pop, very driven, filled with beautiful angelic female vocals and minor guitar riffs overflowing with delay, but there is so much more space and airiness to everything from the guitar drones to the grand echoing clap of the tambourine. Liberties have been taken to let your ears know: “You are listening to Cults!” Their sound has become more distinctly theirs.
Key Tracks: “High Road,” “I Can Hardly Make You Mine,” and “Keep Your Head Up”
I really like the track arrangement of the album. That’s not something that usually pops out from an album, but it’s quite evident here. Short intro, huge hit single, slower dancy track, repeat… It really grabs your attention. It’s almost more of a soundtrack than an album. It flows like one grand composition instead of 11 separate tracks. That’s the way it should be.
“I Can Hardly Make You Mine” is the “Go Outside” of Static. It’s bouncy, fun and catchy enough for the radio. The whole album beams with a euphoric glow of sedated indie/hipster pop-rock awesomeness. It’s experimental enough for maintain credibility in Williamsburg, but pop enough to play on NPR and XM’s Alt Nation. Props to Cults for already hitting indie-pop stardom, yet reworking their sound to be their own brand of rock star.
– Joseph Noga
Account Executive, Education | FirstCom Music
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