This just screams marketing ploy. It comes across as a cold and cynical move to create a USP for what is essentially rather dull run of the mill metalcore. “lets be a horror movie themed band” they will have proclaimed after a long protracted band strategy meeting and the record label executives will have rubbed their hands in glee. There is nothing new here at all. They have borrowed their cliches from Alice Cooper, Rob Zombie and Marylin Manson and they nicked their sound from the Black Veil Brides. Synthetic and soulless.

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Very much a case of love the politics and appetite for disruption but cannot get or connect with what they are doing musically. It is jumble of incoherent sounds that is meant to be edgy and discombobulating but comes across confused and disjointed.

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How can an album that has had a ten year gestation period end up sounding so half arsed and rushed? It is full of unrealised ideas and bored cliches. It screams we pulled this together in our lunch hour, will it do? It lacks any stand out tracks or anything that is capable of capturing the imagination. Truly horrible.

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I love Saint Etienne and have done so since the early 90’s. Even during my metamorphose over the last two decades back into a fully-fledged metalhead I have taken their bright and breezy indie disco with me. But this record is nothing short of a travesty. It is understated, lilting and lacks anything you would recognise as euphoric pop. Their wonderfully catchy hooks are conspicuous by their absence, and it does not have a still song with the aptitude to fill a dance floor at an indie disco. Miserable, maudlin and just really really dull. By far their weakest record by a country mile.

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