For the thirty two minute 'visual album' version of this release, Icelandic soul boy, AUÐUR, pronounced 'author', dances alone in an abandoned power plant on the outskirts of Reykjavik miming to the tunes and practicing his moves like there's no-one watching. He is dressed head to toe in white.
Although he asks himself "What the fuck am I doing here?" on Another One, he looks pretty much at ease in this coolly lit location and totally absorbed in his own world.
The electronic loops and grooves are heavily influenced by James Blake who Auður (Auðunn Lúthersson) saw at Sonar in 2013. Prior to that he was committed to hardcore and noise-rock.
Part of his conversion was also down to the realization that "all the hip, cute girls in my class were listening to this cool electronic music".
Lyrics to the effect that 'girl I want your love so bad' - 'I think about your touch' - 'I want to feel your heartbeat' et cetera, et cetera, illustrate the main focus of his attention now. His lustful musings are delivered in such an un-ironic fashion that his 'sexy lover boy' style is almost a parody of itself
It is obvious that, although he looks squeaky clean, his thoughts are far from pure. Not to put too fine a point on it, this album is a soundtrack to fucking. All the usual euphemisms don't distract from the fact that we all know what he wants and needs.
He is at his most unambiguously libidinous on When It's Been A While: "You make me feel so special. It's been a while since I fucked you".
If you're of the female persuasion you may find all this to be very slick and sensual but I find him hard to take seriously.
He may model himself as a Don Juan-ish Justin Timberlake style heartthrob but I can't shake the idea that this is the kind of cheesy dance album Alan Partridge might endorse.