KEYS share positive new sounds | 'This Side Of Luv'
"British band KEYS take us back to the '70s with their infectious, sun-soaked new single “This Side Of Luv.” Drenched in feel-good melodies and warm, muted tones, the five-piece have created an uplifting track" - EARMILK
"It’s singalong, torch song territory, and if you don’t reach for some kind of neckwear and roll your jeans up with a big smile on your face, there’s something seriously wrong with you." - BACKSEAT MAFIA
"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!" - CIRCUIT SWEET
“The hiss is another instrument” and it’s an instrument integral to the new recordings, sounds and songs by KEYS. Over the next few weeks we will be unveiling the latest collection of songs by the band, 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."