White Williams
Smoke
Double Six
Cleveland born Joe WIlliams, aka White Williams does everything he possibly can to sabotage this record, but ultimately fails. His debut record is 'unapologetic pop' which strikes me as baffling. Having toured with the likes of Girl Talk and Dan Deacon, he feels compelled to lace these sunny pop songs with touches of the avant garde. His guitar will be slightly out of key or he'll hit a bum note on the keyboard every now and again which in my mind is a form of apology to being pop music. With influences ranging from the 80's electro of The Human League (Headlines) and the hazy rock n' roll of T-Rex (In The Club) this is a collection of fairly simple and straight forward songs that would make for an enjoyable listen if the creator wasn't so preoccupied with taking his sound to other directions. So in trying to turn a pop album into a challenging slice of Art Pop he ends up doing neither.
Williams is clearly caught between some fairly obvious polar opposites. Songs like Going Down try their hardest to derail the melody with out-of-tune quirkiness but fail to rival the adventures of the afore mentioned Dan Deacon and the unlistenable noise of Lice In The Rainbow, a three and a half minute headache of directionless squeaks and twitters, aims at the abstract compositions of Black Dice - whom Williams also opened for with his previous band, but just serves to irritate the listener beyond belief. The title track, with its slow, plodding electronica and muffled vocals is so devoid of any substance it crumbles at the slightest glance, like a Tarantino plot line.
I hate to be so negative as this album does show signs of potential. Danger is the best song here, as it emerges from a cloud of tuneless mess it slips smoothly into a blissed out melody consisting of one word, "Danger." But it's a sad state of affairs when the strongest song features one word repeated over and over. Williams' desire to fit into that dubious genre 'Art Pop' is ultimately what kills this record. He has a natural ability to create effortless melody and catchy hooks but his half-hearted avant-garde dressing removes this from any genre at all and thins the whole thing down to dishwater. I realise this review sounds a bit like a school report and for that I apologise, seeing as the age old phrase we all experienced, "could try harder," doesn't really apply here as Williams' ultimate failing is that he's just trying way too hard.
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