There’s an increasingly perturbing trend in so-called ‘music blogging’ whereby repetition and consequent replication have worrisomely become convention. As Joe Sparrow of A New Band A Day quizzed just this week, ‘do people rave about hopelessly mediocre buzz bands because of fear (daren’t be seen missing out) or timidity (daren’t be seen standing out)?’ And it’s likely a disastrous conflation of the two in most cases, causing something of a Hype Machine homogeneity that, truth be known, feels pretty tragic. All of which brings us, somewhat hypocritically, to St Ives, Cambridgeshire’s Sivu – née James Page – who is, without question, the cog in the industry contraption to have been best lubricated thus far this very week.
For with defiantly fragile latest single I Lost Myself emerging online only a few days ago, Page has subsequently been able to thunder on full steam ahead. “That little voice inside/ Ran like a river, now it’s dry” he soughs plaintively in the overpowering buildup to the song’s oddly monumental chorus, honking chords forcefully hauling the title track from the Manics’ seminal ’96 effort Everything Must Go to mind. Although if anything, the banks of Page’s evidently brimming artistry are beginning to overflow, such is the mastery intrinsic to I Lost Myself. It would of course be all too easy for its author to have found himself caught in the stirring undertow of it all, such is the single’s potent emotive tug, the shimmering of melodramatic guitars glinting vibrantly in wholly scintillating hi-fi production values. But if “in the dark of the night I see no one’s having fun” then Sivu looks set to emerge from those shadows to find a foothold in the dreary uniformity of much contemporary British music.