In the just-slightly-left-of-mainstream pop music world, different methods of remaining in the public consciousness have proliferated: most frequently, we see groups leaving a bread crumb trail of EPs, 7-inches and other short formats leading up to a (presumably) eventual full-length; then there’s Robyn, who broke her phenomenal Body Talk into three parts, releasing them over the course of a year (a shameless marketing maneuver, to be sure, but an easily digestible one in view of the album’s uniform awesomeness.)
Then there’s Primary 1, who has provided us with frustratingly little since his outstanding spring singles, “The Blues (ft. Nina Persson),” to which I dedicated a forward-looking MP3 Monday in March, and “Princess.”
His latest number, “Never Know (ft. Harry Tuttle)” is just so worth the wait. The song follows the impossibly bright, bass-happy pop style that has been circulating, with off-and-on success, since the Jackson 5. The composition is delectably full bodied – thick synth, big brass, drum fills, a guitar solo. It also ventures into some pretty funky territory lyrically – most definitely to its credit.
By the time the last chorus comes along, you will be vocalizing along with it. Loudly. And it’s only a matter of time before this winds up in a car commercial during a 30 Rock commercial break, so get your listens in before that has a chance to slightly detract from it.
It’s here on hype machine. Also, definitely check out the crayola-tastic music video (above), which features an even more amped-up version of the song.
This is all in advance of Primary 1’s upcoming full length, which he promises will be affecting our ears and wearing out our dancing shoes before the 2010 is out.