‘Neon Truth’ is the debut single from London based Various Cruelties. It’s an Indie-pop track with striking bold and soulful lyrics. The accompanying guitar is slow and sprightly with a slight bluesy undertone. For a debut single it does feels quite accomplished and sounds similar in style to the likes of Paulo Nutini. The catalyst for the song is evident in the lyrics with heartache and amatory providing the emotional motivation.
The CD version is accompanied by b-side ‘She Is The One’ which is a more mellow, sedate track. The main melody is very similar to ‘Everybody Hurts’ or ‘Unchained Melody’ which I’ve only just realised are incredibly similar. It is very much a’ b-side’ in that its very quaint and self indulgent, something for the fans rather than a track which will have mass commercial appeal.
Various Cruelties don’t have much of an online presence which is strange for a band in today’s cut throat climate. MySpace member since late 2010 and only playing live as a band since December it may be that their focus until now has been more on making music than touting it.
‘Neon Truth’ in its sound and ideals is straight edged radio friendly music, it’s likable but I wouldn’t say lovable. Its competing in a increasingly saturated market which requires breakthrough acts to be outstanding or well backed and I just wonder if this track will be able to prosper among its competition.
(Released on May 23 rd through Almanac Records)