Sweetheart
"The Avenue is the antithesis of the ethic force fed to us..."
Sweetheart are masters of deception. The name suggests swetness and light and the Southampton foursome look and sound like butter wouldn't melt, but 'The Avenue' suggests otherwise.
The first collection of songs from Sweetheart gives a taste of what is to come from the promising band, whose producer describes them as a bunch of "potentially menacing b*****ds".
Sweetheart's sound is distinctly rhythmic, almost nursery-rhyme like at times and full of playful hooks that juxtapose against the darkness of their angsty lyrics.
With nods to the geeky pop style of Weezer and Cold War Kids, Sweetheart name their genre as 'Evil Pop'.
Frontman Harry Burgess explains, "The Avenue is the antithesis of the ethic force fed to us - the largely brain dead mass, by countless glossy blockbusters, tween power ballads and "talent" competitions courtesy of Simons Fuller and Cowell that striving towards your "Dream" (The dream of the all singing, all acting, all dancing star within us all who is destined fame, fortune and mass adulation - a narcissists paradise) is the superior gameplan for a life worth living. An overtly ironic indulgence in pop hooks aplenty amidst a flurry of demotivational lyrics to any of you self-obsessed dreamers who, in the years to come, will all inevitably reach the point of no return when you will all properly realise the absolute futility of your grotesque aspirations."
Sweetheart’s debut single 'The Avenue' is released on the 30th May.