Since we put Hurts on our Ones To Watch list at #2 (here) everything seems to have gone just a little crazy in terms of increased media coverage for the duo. Not of course because of our humble blog, but because of their fourth place position on the BBC Sound of 2010 list. Suddenly music forums are alive with discussion about the band and the word ‘hype’ is being used significantly as well as the words ‘David Sneddon’ - not two phrases you will have seen together for a long time, if ever (see here and scroll down to the second last paragraph to find out why ). To our view ‘hype’ simply equates to expectation and the BBC Sound of list raises that expectation, especially with a band like Hurts who seem to have appeared from nowhere. Of course the reality is that that Hurts have done a lot of work in the background. Just google these words “Hurts Daggers” and you’ll see what we mean. Alternatively just click here and you will find the article that first brought Hurts to our attention back in spring last year.
In these world wide web days we want everything now. More consumer products, more TV, instant food, better sex. Instant gratification is the name of the game and up until now Hurts haven’t been playing. We suspect that Hurts have one of those big office year planners on their studio wall and each month of the year has been carefully colour coded, referenced and annotated; except their colour coding is in various shades of grey. On that wall planner the week commencing 10th January is marked “Release new video to You Tube, take old one for Wonderful Life down, then maintain silence.” So here it is, a new song from Hurts entitled Blood, Tears and Gold. We understand the song isn’t a single, but at least it lets the public think that Hurts are finally wanting to play. As Popjustice so wisely and brilliantly wrote Hurts are “Desolate and full of joy, like a bouncy castle in a B & Q car park.” With their Johnny Hates Jazz meets Curiosity Killed The Cat fashion combined with their Pet Shop Boys earnest and aloof demeanour plus their nineties boyband meets eighties electronic lushness we think that Hurts are probably and possibly a quite brilliant pop band. They make a potentially mainstream pop sound just that little bit cool again, stealing it back from the Cowell-monster. With Blood, Tears and Gold they're like Westlife come good.
If this blog has just added to the hype we talked of, then so be it. Sometimes the roller-coaster ride of expectation is an exciting ride to experience.