PridesPrides make big, bold electro pop. It could be called indie. It could be called electro. It can definitely be called pop. Its pop in the same way Bastille is pop: its unashamedness applauded by early listeners but abhorrent the moment it makes its way onto car adverts or Match of the Day. Nevertheless, it has a depth and intrigue to it that does distance it from more commercial counterparts. And hell, at least they wrote it themselves.

That may have sounded like a put down but it assuredly isn’t. Prides make engaging, driven electro music that has you yearning for more and flabbergasted at how a band with so little experience could write a hook of that magnitude. We make the comparison to Bastille because they too, now flying across the world, meeting Leonardo DiCaprio and playing on Saturday Night Live, were once indie darlings for people keen to grab the next new thing and indulge in a guilty pleasure for a while without getting any flack. The fact this blog owes a lot of its outside success and opportunities to our post written on Bastille in  2011 and subsequent early work, pays testament to that. Why is this relevant? Because it looks like Prides are following a similar trajectory.

They might not have the soaring vocals Bastille lay claim to, but with tracks like Out Of The Blue that sit somewhere between MGMT and their comparison today, Bastille, they are still nailing a well known but hard to replicate sector of pop. Pop too intelligent to be derided but too accessible for Pitchfork to give it anything over a 3.0. We aren’t the only ones to think so either, with the band having been snapped up by Island only weeks after releasing their first track. Prophetic of success or otherwise, that does represent the fact that these guys have the sort of mainstream appeal a label like Island is after. Read from that what you will.

Seeds You Sow, their latest release, also points towards later success. It draws from the same well of inspiration as Out Of The Blue and beats you bloody with huge driving percussion while the melody and vocals soar above it. It’s well produced and wouldn’t be amiss in the Top 20 already. Say what you like about that but these guys are good at what they do.  The musical landscape is changing once again and as well thought out pop bands like this continue to find ways to the top, we can sit back and enjoy watching their journey too. Prides, if you’re reading? I look forward to seeing you too on SNL (or at the very least Letterman) in a few years. No pressure.