It takes about 30 seconds of listening to realise that On Our Way by Stockholm’s The Royal Concept (formerly just The Concept) is a life affirming and irresistibly hooky summer anthem. “Everybody clap your hands and shout,” they sing, this tune truly being an ode to joy. On Our Way even features the often thought of as nefarious crime of whistling, but in this case it's totally OK; it's the best tune to do so since Peter, Bjorn & John’s Young Folks. In summary, if don’t feel alive when this galloping song is finished then you might as well jump in your coffin and put the lid on.
Back in 2012 they made us D-D-Dance, now we’re going all stuttery again with euphoria. Absolutely glorious. We’re moving to Sweden right now.
When we introduced unsigned Swedish band The Concept in January the number of web page views and plays we received for the songs Gimme Twice and D-D-Dance suggested that the group were onto a winner. So it comes as no surprise to find that they have now been snapped up by a major label and are unleashing their effervescent brand of Phoenix / Strokes / Alphabeat /cross pollinating pop via a self titled EP. The sound might be the same with both the original frenetic tracks present and correct, readying themselves for a second go at making you jerk your body like an electrified headless chicken, but the name has changed; The Concept are now The Royal Concept.
From the EP we’re streaming a brand spanking new track. Maintaining the bands pop songwriting sensibilities Knocked Up sees the group start at a more moderate pace than the two previous numbers,then at about two minutes and fifteen seconds it kicks off its boots and races for the finishing line like a lost member of the Strokes at their best.
There’s also a new video for Gimme Twice (below) which has already picked up nearly 100,000 views in half a week. The song is a gloriously sunny side up piece of pop music and the film matches the tune’s energy with good-looking head-shaking Swedish band members, pillow fights and a set that is literally trashed to destruction by the end.
If you missed The Royal Concept first time round, shame on you. Here’s your second chance time to get acquainted.
