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SEVEN DAYS AWAKE – Look at You (RJ Records CD)

Posted: August 28th, 2006, by Simon Minter

More in the endless stream of middling independent-hoping-for-majordom music that I seem to get sent for review at the moment. Seven Days Awake are deftly running the marketing treadmill before they walk the fanbase-building walk, with a nifty/’edgy’ Flash website, street team and the ubiqitous Myspace page with ‘adds’ ahoy. There used to be a time when a band would make its ‘brand’ known by building a fanbase through regular gigging and carefully put together demos, sent in hope to reviewers and promoters. These days, with a few mouseclicks, a band can make themselves look entirely established when they’ve only been together five minutes and have only released one CD single.

Not that I’m levelling accusations of audience-hoodwinking at Seven Days Awake in particular; their familiar-as-old-socks take on a polished hard rock/emo/nu-metal style is at least passably musical, well put together and pushes the right buttons. Smoothly-produced, buzzing riffs tie together the vocal histrionics to result in four songs here that may well be ‘for real’ and from a band that ‘means it’. It’s just hard to tell, as they’ve been presented as such a finished product. It’s nice to make your own mind up about a band, rather than to have it polluted with marketing schtick and a supposed slick professionalism that should develop naturally, not be created prior to an initial release.

Good luck to ’em, but when a band positions and markets itself in the same way that 1,000 similar bands are doing at the same time, it’s hard to distinguish the individuality or creativity; traits that unfortunately seem to come at the back of the queue in the current musical landscape.

Seven Days Awake

Simon Minter

Simon joined diskant after falling on his head from a great height. A diskant legend in his own lifetime Simon has risen up the ranks through a mixture of foolhardiness and wit. When not breaking musical barriers with top pop combo Sunnyvale Noise Sub-element or releasing records in preposterously exciting packaging he relaxes by looking like Steve Albini.


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