Their sound can best be described as pleasant commercial pop. You have probably heard it already without realising. Their music has already been featured on soundtracks for Six Feet Under, The OC and Sexy Beast.
This single is as seesaw of sound. An urgent intro segues into whispery summery pop. That is followed by an upbeat crescendo of electronic synth beats.
The agreeable vocals trip over a monster bass line. They are masters at rocking it up then calming it right down. As effective media friendly music should, the sound gets under your skin.
Unfortunately this is at the expense of their throwaway lyrics. South have a lightweight yet lovely resonance. They remind me of Phantom Planet or The Gigolo Aunts.
They mix in the production circles of the Manics, Idlewild and Ash so the credentials are there to see them populating our TV and cinema screens over the summer.
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