West Lothian's third best-of album is an electro-pop joy driven by the need to go back to the beginning and do it alone. After leaving Parlophone Records to create Happy Artists Records, their own label, The Snuts found themselves writing in their native Scotland for the first time since they were children. The freedom this has brought to the band makes them sound renewed and revitalized.
After what singer-songwriter Jack Cochrane described as a series of “screaming arguments” with their former label, the band decided to avoid the glare of social media and how a senior insists on handling things and keeping everything strictly related to music.
Opening this new album, this new beginning, is the first song The Snuts 2.0 wrote, “Gloria,” which arrives with a breeze of energetic, hook-heavy disco pop. It fires real intention from the start, and while those who know the band's work will recognize it instantly, it also brings a delicious freshness and clarity to what the band seeks to achieve. The Snuts longed to write and record music; you can hear the freedom within the notes and lyrics.
“Millionaires” is a pure slice of indie/pop creativity. It goes back to the synthesizers of the 80s while still being completely present. There is the opportunity to sing, clap and tap your feet; There's enough guitar to keep indie boppers happy. Again, there is a sense of freedom, of emotion woven throughout the song. Equally lively is the aptly named “Yoyo,” which emits more joy and energy through the speakers.
“NPC” rumbles and rolls over a drum and bass beat that evokes thoughts and sounds of early Kasabian, a full three-minute explosion of noise and distortion with a chorus that begs to be sung along too. Not only is it one of the highlights of the record, but it will also be a party and dancehall anthem when performed live.
The production in Millennials It's extremely tight but feels incredibly loose and relaxed. Produced by Cochrane and the band's live engineer and producer Scott Anderson, it shows The Snuts are in their comfort zone working with someone they know and trust rather than having someone hand-picked by their label bosses. . It's the first time they have this control and you can hear them having fun with it. Working with a friend looking for the best for the band absolutely works throughout the album, and I can only applaud the band for taking such a leap of courage and faith.
“Dreams” continues down a pop/dance path with rhythms surrounding Cochrane’s vocals; the rhythm of this album is truly optimistic; It doesn't free you for a moment. He is impulsive and charming. “Deep Diving” addresses the intrusive thoughts everyone has in their life and the frustrations they can cause, feeling insecure about what your life should be and where you should be. 'Diving deep/drowning in my feelings tonight' is the most open, honest and raw song we've ever heard from The Snuts. And it turns out that it is the best.
Taking that leap of faith and following their path, their journey has found The Snuts breathing new life into their music. While they are still the same people, the music has changed for the better; Launching your own label is a brave and bold move that deserves a lot of praise. In a world where TikTok and going “viral” seem more important than having solid, quality music, The Snuts are here to change all that. They are old school but positively current, and Millennials It's just the beginning.
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