Saturday, April 7, 2012

calling all occupants

Gravitonas, fronted by vocalist Andreas Öhrn and curated by legendary, Swedish maestro Alexander Bard, have returned with "Call Your Name", a brand new single which sports a slightly different sonic direction for them.

While their latest is still aimed directly at the dancefloor, it takes on a slightly more progressive bent than previous efforts.

The pulsing synth figure is powered forward by a snappy clapping percussive track and swings under Andreas' urgent, insistent vocal. It's slightly darker sounding with a hook that manages to bury itself deep inside your brain within moments of hearing it. And they push the boundaries of the dubstep breakdown by adorning the squelchy, rumbly bits with Eastern European string lines.

The single is accompanied by a suitably quirky, jerky video which sees Andreas' straightforward performance juxtaposed against Alexander's ominous presence. It reminds me a bit of Pet Shop Boys' finest visual work. Think some of the darker moments from "Heart" or "I Don't Know What You Want But I Can't Give It Anymore".

While the overloaded, 17 mix digital bundle is scheduled to be released on May 21, "Call Your Name" is already available to purchase as part of Gravitonas' brand new, six song EP, "Black Ceremony".

What is truly unique about the Gravitonas manifesto is that they are embracing the power of the internet and the current, single driven environment while exploring the impact of promotion in territories which are often overlooked in the international marketplace. So far, they have released numerous singles and EPs without ever issuing a full length album.

However, I have one suggestion for Mr. Bard regarding "Call My Name". I desperately want an old school, six minute, extended version of the original mix. It's begging to be done. He can thank me for that little marketing nugget later. Cash will do nicely.

And the superior pop of Gravitonas doesn't begin and end with their current offering. Previous single, "Lucky Star", was a light n' breezy little number. It contrasted nicely against preceding single, "Everybody Dance", a stomping track which has been getting a lot of dancefloor attention, especially in its reswizzled form courtesy of house honcho, Ralphi Rosario.

1 comment:

  1. This is one of their best singles. My only complaint is, that while I understand what Bard is trying to do with an all-singles and EPs approach to releases, I am actually finding this format of single after single entirely boring, and have very little interest or time to keep revisiting what is going on with the project. Maybe he could at least placate fans like me who would like to have a definitive full length culled from the most successful tracks. Speaking as someone who bought every Army of Lovers and BWO full length CD, would that be too much to ask? He should have nearly enough material gathered by now. Hell, I'd even take a vinyl record if he finds CDs too "impersonal".