Before The Music Ends: 07.12.09

Sincerely Yours

So as I do on a normal Sunday night, I get online to look for new music. By "new music" I mean music that I haven't come across yet. Plenty of times I actually find a band or artists that I absolutely love and it turns out that they've been around for ever. In my last post, my music obsession was from a band from Sweden called The Tough Alliance (hereafter, TTA). I decided to start with them to look for similar music; turns out TTA has been around since the 90s! Using them as my starting point, I decided to go for their record label. (Quick tip: once you have one or two artists you like from a certain label, I suggest you go look at the label catalogue for new music... chances are its the same style)

Sincerely Yours is the record label home to The Tough Alliance as well as a few other bands that to me is of utmost importance that you check out. Don't worry, I'll post the songs so that you don't have to look for it. That's how much I love you. Facts about the label are pretty scarce; it is a bit of a mysteriously label but nonetheless, its artists are SURE to break into the underground indie scene. After much research, all I was able to gather about Sincerely Yours is that it is a label based in Sweden and that apparently its talent has so many followers that their boutique selling all their t-shirts and merchandise are almost entirely sold out... I tried to get myself a shirt. However, here's what I have to say about the bands:

1. JJ- Equally as mysterious as its label. However, this Swedish duo do an awesome job at taking mainstream hits, usually hip hop songs, and entirely rewording them and coming out with this lounge-meets-underwater-club type of music. Their first single, which has yet to be released in the U.S. is called "Ecstasy" and the background of the entire song is none other than the famous car alarm songs of Lil Wayne's "Lollipop". Only, be sure to listen carefully because the words are not at all what you think! And yes, I just learned that the beat of "lollipop" really was made from car alarms. I'm posting the original Lil Wayne video BUT with the JJ song... check it out.. its fun, simple, and makes for a killer new summer song (Lil Wayne's version is soooooo 2008).

2. Air France- This band has got to be my favorite on the label by far. While I read in different reviews that they can be considered "pure bubble foam pop", I can't seem to label them in any way. All I can say about this band is that I picture them as my perfect soundtrack to a looooooooong road trip from coast to coast. Very few bands that I come across have the ability to let the listener imagine their own scenery with music, but Air France happens to do just that. Its ambiguity lets the listener make whatever he or she wants. Even Pitchfork.com (my snobby, indie music bible) named them as one of the Best New Music of 2009... thats how good they are!

So I can't really add a new music obsession without saying that these two new bands that partner up with The Tough Alliance are hands down this weeks music obsession. Check out those videos, and be sure to tell me if you love it or hate it. i'll try not to cry if you don't like it.

The labels website is www.sincerelyyours.se but don't get your hopes up. It's very vague. I suggest you stick to www.pitchfork.com for any news on these bands

Til next time, remember to Keep Rockin'!

Dalit@themensfashionblog.com