Elliot Minor - 'Electric High'
If I were Sir Alan Sugar, but still had to take time out of my busy business day to concoct a review for an amazing BBC music blog - not sure which is the more unlikely scenario, to be honest, but let's press on - this would be a perfect moment for me to give a short lecture in the realities of business.
Essentially - don't worry, I won't try and do the voice - what you need to do is identify a gap in what we entrepreneurs like to call 'the market'. That means you need to be able to spot when people are just getting by without something, when in reality they would really rather not. No-one seems entirely satisfied with the way you open a tin of beans, for example, and this is why designers are always coming up with new tin-openers.
(Here's the video. None of your arty-farty rubbish here.)
Anyway, in music terms, this often means picking one or two artists who are doing pretty well for themselves, and then getting your band to refurbish some of their ideas to suit a slightly different audience.
Or, to put it into ad-speak "do you want to listen to some aggressive hard rock, but find metal a bit scary? Then why not try NEW IMPROVED FOO FIGHTERS!?"
Elliot Minor occupy the middle ground between 30 Seconds To Mars, McFly and the Jonas Brothers, a middle ground that many people would swear on a stack of Bibles does NOT exist. But clearly it does, or there would be no need for them to do what they do.
And what they do is this: They play a dramatic, slightly gothy version of nice harmony-rich guitary pop music. Or they take dark gothy scary rock music and open the curtains a bit, to let some sunshine in.
This, the second single from their second album, does not muck with the formula in any way. There's a hooky verse, a hooky bridge to the chorus, and a hooky chorus - built entirely on harmonies - followed by a guitar line which would like to be a hook, and maybe when it's a bit older, it will be.
It's all terribly serious, but still friendly on the ear, definitely one for Twilight fans rather than Harry Potterists. And should see a healthy return on Elliot Minor's investment, which is, as Sir Alan would rightly point out, the bottom line.
PS: I don't think I've ever heard a choirboy singing through his nose before. The mouth is the more traditional orifice.