Through a happy-go-lucky swirl of sound, we are swept away by latest single This Side of Luv from Cardiff-based band KEYS. Honing inspiration from psychedelic pop of the 60s and 70s, their music is a glorious clash of instruments with the grooviest lovelorn vocals from lead Matthew Evans. Bedroom recording at its best, the track is a glowing example of plug in and play. In no way overthought or finely tuned. Instead This Side of Luv took shape during the recording process and came to life using cassette four-track machines during lockdown.
Reflecting on Britain in the early 70s, KEYS recall how joyous music emerged from bleak moments. Pondering over its effect on history, they express how music has the power to lift the spirit, and hope to achieve this with their very own modern-retro sound in 2020. Without any shadow of a doubt, This Side of Luv is a song capable of boosting any glum mood. Seeking beauty in heartbreak, the track radiates fun and happiness in the brightest of technicolour. I long for the moment I can dance around to a spinning KEYS vinyl.
With an unmistakable early Beatles vibe, KEYS provide a perfect nod of nostalgia, but shake things up with a new-age bang. Rhythmic drums and guitar hooks flow marvellously throughout the track. Yet without drawing on any formalities, it is safe to say that this is simply a great piece of music.
KEYS have blown me away with a brilliant blend of vintage vibrance for This Side of Luv, that commanded my attention from start to finish.