Broods - Don't Feed the Pop Monster

Broods
Don't Feed the Pop Monster
2019
Spotify

Electronica and Pop have always had a pretty great marriage. Groups like CHVRCHES, Purity Ring and others have found space where intricate and evocative electronics coupled with a beat and great vocals make for something incredible. That is when this genre is at it's best, at it's worst it can feel formulaic, generic and out of touch. Broods aren't the type to pump out music all the time; The duo take their time and allow albums to come into their own. The albums first single "Peach" goes from this minimal synth outing to an all out explosion of pop goodness. They find earworms throughout the record, little moments to get stuck in your head for weeks to come. The great thing about Broods as well is their edge. Just like many of the artists I mentioned above, Broods have this moody quality to them that sets them apart from a lot of people in the pop space. Their songs never feel sugary or extra, they are just the right amount of slow burn and cathartic release. "Falling Apart" is one of those tracks that slowly bops along but has such an infectious beat you can't stop listening. The vocals on that track are also crystal clear and fantastic. This album also shows them stretching out from the pure synthpop they have been playing in throughout their career and into some more traditional instrumentation. This doesn't mean they abandon the synth entirely, instead they find ways to blend it in to their already established aesthetic.

"Dust" is this moody track about self acceptance and has this classically wonderful style to it. Georgia Nott's voice simply shines on this entire record, moving from deep and sultry to loud and expressive. There are so many times that she just slides right over a track and elevates it from mediocre to extraordinary. Broods' music is so great because it has all you could want, deep and strongly emotional tracks with a pop flair. They just manage to avoid all of the traps that other synthpop acts usually fall into on their third album. Instead of trying to be different and branch out into something new Broods know what they are good at and they tick all those boxes. There are no flowery explorations or attempts at being Fleetwood Mac here just big booming synthpop to fill your ears and never leave. If you haven't already you should sit up and take notice, because Broods is here to stay. They are actually positioning themselves as one of the best in the genre right now. From bright shimmering bops to moody swelling jams Broods have the goods, get into it.

8.4 out of 10