Tim: About a decade after it was originally released, I Love It is finally getting a release and gradually building up airplay in the UK.
Tom: A year, to be fair – there have been longer gaps between release and international success. So what’s with the new single?
Tim: Well, it’s the obvious step: put out their follow-up international release. After all, what band hasn’t succeeded in a new country by splitting sales across two tracks?
Tim: And, why mess with a winning formula? Fairly aggressive vocals, excellent production underneath, a great enough tune to get any party going.
Tom: Plus occasional use of “shit”, which seems to be emerging as one of their trademarks.
Tim: To give them their due, it’s a great track, and one I actually prefer to I Love It.
Tom: I still reckon I Love It is the better track — I don’t think they’d have had success if they’d released this first — but it’s a competent followup.
Tim: You’re right – it’s not got the same “listen to us, we here and demand your attention” quality that I Love It has that you’d think would be first and foremost in their minds.
I say “them”, it’s probably more the label’s fault than theirs, as I Love It went down a storm in the US a few months back and so now’s a good time to release this for that market. But why delay the UK one so much (and, while you’re at it, entirely cancel the remix EP)? Such silliness.