JLS - 'Beat Again'
Embarrassingly '90s boyband atmos? Check. Squee!-worthy glimpse of torso? Check. JLS colours in the background? Check. Literal dancing to illustrate the lyrics? Check, check, check, cringe.
Thankfully though, I'm just cringing at the terribleness that is the new JLS video and not the song itself. Because, you see, the thing with the song is, well, it's quite simply...hmm...let me think how to put this...
I know...TOTALLY SWEETING AWESOME.
(And here IS that video. Srsly? A tank-top and a bow tie?)
Like, it's actually really, really good. And trust me, I wasn't expecting to say that. You see, I didn't watch much of the X Factor, but I knew that JLS were a boyband who each had a 'colour' and that Louis Walsh was their mentor. And I was pretty sure that this was all I needed to know. If you know what I mean. And I think you do - Recipe For Disaster.
But I was wrong! Which is something I would never normally admit to, but for the first time in my life, I'm very happy to to be so (just don't tell anyone, 'K?). This song, with its slick, production and hooky sing-along chorus, is a really great surprise. Truly.
OK, so it's not exactly the most original thing you've ever heard (Akon's 'Smack That', anyone?) nor is it the best showcase for the boys' vocal talents, and while I like a good metaphor, "I need love CPR" is just plain silly. But the point remains that this a seriously catchy, seriously good, seriously fun pop song.
JLS might not be proving themselves to be the most important, cutting-edge artists at the forefront of new pop music, but they are certainly worth keeping an eye on (and I'm not just saying that because Marvin gets his chest out in the video, promise).
(But that bit is at exactly 2.14 for anyone who is interested)
Download: Out now
CD Released: July 13th
BBC Switch video
PS: Watch The 5:19 Show JLS prom episode now! I am the amazing DJ
Lushes Brown Thoughts says: "The song is catchy but it's so pop-tastic that I just cannot work out if I like it or not."
The Beat Review says: "JLS is quite ambitious yet they have the guts to be the biggest boy band of today."