Victory –  Emotive Grey (reviewed by Dave Franklin)

26168667_174019719871501_4048682826488926651_nI have had an influx of dreamy, soundscaping tracks of late which fall more into the realms of soundtrack or film score than they readily sit under the title of song, but few have ticked as many boxes for me as this little gem from Emotive Grey. Whereas most seem set in a fairly predictable ambient- electro genre, Victory, from the forthcoming e.p. Destiny, seems to cross genres at will. It  is powered by a fairly confident dance floor beat and melodic synth riffs but woven through it are the wonderfully classical piano sounds normally associated with the likes of Ludovico Einaudi, someone, it has to be said, with a similar flagrant disregard for generic demarcations.

It is this mercurial blend of classical interludes, vibrant clubland urges, alt-pop synth riffs and more hazy dream-pop washes which stands Victory apart from the pack. Tulsa based musician and producer Allen Clark, the man behind the this sonic gorgeousness, has had a tumultuous time since starting his music career just before the turn of the century and admits to having given up music five times, but forming Emotive Grey in 2013 marked a new chapter and a new focus for his energies.

I’m still holding out for the modern dream-pop sound, a blend of commercially aware accessibility and late 80’s shoegazing references, pop infectiousness and cult integrity, to become the new, dominant form of mass market pop music. Unlikely I know, but if it ever happens Emotive Grey are going to be right at the front of that wave as it crashes into the modern consciousness and becomes the zeitgeist. As the music industry wanders further into a music by numbers situation, using templates providing more of the same to catch the pop fan dollar, the rise of such brilliant blends of dance vibes and old school integrity, artists who understands the long game and the cyclical nature of music, rather than the knee jerk reaction to this weeks fashion are the only real way forward. Welcome to a glimpse of the future. Hopefully.

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