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February 2022
Album review

False Advertising - Brainfreeze

One seriously exciting start.
Label: Alcopop! Records
Released: 8th November 2019
Rating: ★★★★
False Advertising - Brainfreeze
Published: 10:00 am, November 07, 2019Words: Jamie MacMillan.

Here to provide another vital new voice in British rock, Manchester's False Advertising aren't messing around on their debut full-length. After a string of high-profile support slots and signing to the reliable Alcopop! they have delivered an impetuous and imperious record, a tightly controlled riot that threatens to sweep much of the old guard away for good.

Jen Hingley's vocals drip with disdain and frustration over punchy guitars, 'Influenza' sounding pleasingly unhinged while 'Uncomfortable' threatens to reveal false privilege and entitlement for what it is. 'You Said' carries a heavy storm at its heart, a swirl of angst and anxiety enveloping the twin guitars. Everything here has a heightened air of urgency behind it, every choice made deliberately to provoke a gut punch. A clear love of classic grunge, shown by a delicious fuzz and crunch rumbling away throughout, takes nothing away from a band with plenty of ambition to forge a whole new path.

'Brainfreeze' carries with it the mood of a band who won't be content with playing in back rooms and support slots for long - this lot are already eyeing up the biggest stages, while the likes of 'Personal Gain' are already signalling that there may be surprising diversions along the way. Not a perfect album, but the flaws are perfect in their own way. One seriously exciting start.


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