I meet up with the band just before their show at the Basement Venue at the Great Escape Festival in Brighton. I interview the group as lead singer Adam, who the other members of the group describe as the male version of Lady Gaga (he doesn’t argue), applies his make up.
They have had quite a long journey get to where they are now over the past three years. Their advice to those trying to start out in the industry; do not rely on promises from ‘industry types’. I get the impression from talking to the band that there have been many false dawns. Promises of record contracts from people which have never really turned into a reality, forcing the band to do a lot of the work themselves. ‘Focus on online buzz, get your music out there, do it yourself’ says lead singer Adam. Kyle, the band’s electronics guy insists you must know your target audience. All very intelligent people, they begin discussing the market, describing how saturated it is with certain genres and hypothesising over potential gaps in the market.
They also recommend you do as much extra work in the business as you can. Getting contacts is key to starting out. They describe getting to where they are, on the brink of releasing their second single and doing some large sell out shows as a very slow process; “expect a lot of waiting around” Adam says, make up nearly done. But its all worth it. They list their favourite parts of being in the band as being the positive feedback the get from their hard work and playing live. You can tell they enjoy themselves when they are out entertaining the crowds.
As I wait for their live set to start, the venue is packed. The stage is set up with a projector beaming on to the back wall and a pair of mannequin legs up side down as a microphone stand… you do expect Lady Gaga to jump out at any moment. Close, but not quite…
Their electro tech-pop sound, lead vocals with a hint of auto-tune, bright lights, over the top dancing and key lyrics beaming out of a projector, kicks the show off in a big way. Included in their set is the soon to be released, Scissor Sister-esque single White Room as well as a cover version of the Florence and the Machine hit Rabbit Heart, which is well received by the audience, who sing and dance along as Adam rushes into the masses to join in.
This show is certainly the start of something big for the band, finding a gap in the market is exactly what they have done and I’m left feeling that their performance is just crying out for a larger scale venue. So whats next for the group? The finishing the touches to their second single before release and a headline spot on the newcomers stage at the Beach Break Live student festival in Wales.
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Article by Tim Fusciardi (Friday 14th May)