Keys Unveil New Single ‘This Side Of Luv’
Due 17th July Via Libertino Records | Single Release Special
Welsh 5 piece KEYS are an act we adore here at Circuit Sweet HQ. We are thrilled to be able to share their latest creation, streaming below. The band are described as a mix between The Stooges and John Lennon. A legendary band with a prolific status and yet they’ve still got so much more to share. The band have a bold unique style and sound and yet always pull together their skills to craft the most harmonious arrangements.
Over the next few weeks Keys will be unveiling the latest collection of songs, as Matthew Evans vocals / guitar / songwriter explains: “We recorded these tracks on Cassette four track machines during lockdown. Let’s not pretend we had access to an expensive studio, we didn’t. It was a time to connect with bedroom songwriting again. These are not band arrangements worked out in a rehearsal room – these were written and recorded simultaneously. Not demos but songs that took shape during the “recording process.”
The hiss of the cassette turning is the sound of the endless possibilities and magic of the pop song spilling out in vivid colours at the exact moment inspiration took hold. No second guessing or over thinking, only the joy of creating.
A perfect example of this is the first single ‘This Side of Luv’. “This was our attempt at joyous early 70’s Midlands pop. 3-day weeks, winters of discontent, a Tory government…yet out of that bleakness came some heroic, ecstatic British pop music.
Music has the power to lift the spirit, if we can do that for 3 and a half minutes then we’ll feel our efforts were not in vain.” Matthew summarises this collection of songs, also written in trying times, as:
“something to help us get through this lockdown. Hopefully you can use it too.”
The Side Of Luv will lift you, whatever state you are in. Keys are about to release one of the most serene and anthemic new pop wonders!
Keys have captured animated intelligence within their captivating new effort. Jingly layers build upon themselves for a charming 70’s pop feeling found within each note.
This song has such a beautiful way of resonating into the audience with its melancholic pop attributes, the lyrics feel so intimate yet the energy of “The Side Of Luv” is the detail that solidifies this release as a hit. Bopping you along to the rhythmic structure and the elevating Abba-Like beat- the new orchestration screams pure vibrance. Such a dynamic track which showcases their take on irresistible melodies. Throughout the track, Keys epitomizes the use of expansive grooves and psychedelic attributes. Keys have captured a warm embrace of emotion within their work, a heartfelt harmony created by a modern-day Beach Boys. Yet again KEYS thrill their audience.
The new single is due Friday 17th July via the ever-incredible Libertino.