Chris Chu has a point. As he explains in the video, a lot of bands get pigeonholed into a certain sound when they become successful, and falter from the pressure to come up something better while boxed into one sound. Big Echo, their last album under The Morning Benders moniker, had brought them to the heights of post-Beach Boys/Beatles indie/pop, elaborate, but not overly orante pocket symphonies, the fleeting emotions following a break-up and working through it. So it’s daring that they’ve changed their approach, but ultimately it’s honest to the artist and saves their sound from becoming stagnant.
POP ETC is also very embracing of social media, and probably one of the better bands at reaching out to their fans. When they first announced their change of name, it wasn’t a little press release that gave no reasons, it clearly stated the why and their intentions. While their album isn’t due out til the 12th of June, they’ve been keeping busy with making mixes, showcasing their influences and eclectic tastes through successive Weekend Mixes.
As to the song itself, “Keep It For Your Own” is a great single, the hook that a better Coldplay might have made (I’m talking “Don’t Panic” era) and the live production touches of the Yours Truly session meld beautifully, an acoustic guitar here, an upright piano there, organic harmonies with a few electronic pieces.
Keep It For Your Own (Yours Truly) – POP ETC
(Sorry for the quality, there isn’t an official release)
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Grab “Keep It For Your Own” or pre-order the full POP ETC from iTunes.