Really, PR should be subject to strict regulation. I say this as a writer and music reviewer, who's job it is to convey heightened emotions, to sing about the things I like and to create a while new vocabulary of abuse for the things I don't. (Yes, I used to read NME and Melody Maker in my formative years.)
Take Aim Fire's PR company do a great job of building expectations, and no mistake. Ok, so I can't dispute the fact: their previous release, their eponymously-titled debut EP, has sold out, and one of their tracks has been 'the "ident" for TV Channel Fiver since April 1st 2009.' Impressive.
However... 'Swinging wildly between indie guitar pop and 80's synth driven disco, "You Ruin Your Health" sounds something like Kasabian in a shoot out with Erasure whilst Joy Division, Human League and MGMT struggle to keep the peace.' Really? Gimme a break. Frankly, the only accuracy in the statement is he referencing of indie guitar pop and 80's synth driven disco, and that's no assurance of quality.
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'You Ruin Your Health' is weak, lightweight, forgettable and bland. It'll probably be huge.
http://www.myspace.com/takeaimfiremusic
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