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With 'Loveless', things went even further - production wise (the credits list 18 engineers and assistants), financially (the production of the record nearly bankrupted Creation), and mentally (Creation 'President' Alan McGee at one point was in tears pleading with Kevin Shields, MBV's leader, to get the record finished). The record itself is astonishing (without wanting to use promotion-style hyperbole) - sonically, this is another record-as-art-statement but with more volume. Kicking off with Only Shallow, which the author can only describe as the soundtrack to Moses parting the Red Sea, the record reaches one of many high points in To Here Knows When. Previewed on the Tremelo EP (with the equally transcendent Swallow), this instrumental of Shields' 'Glide Guitar', flutes and a very faint drum beat develops on the initial ideas of the previous album's All I Need and No More Sorry, and goes into sonic wonderland. Come In Alone and I Only Said also take on the baton from the previous albums dependence on guitar FX, but with a much more noticeable rock sound, and the epic feel of Only Shallow. MBV found their feet with Isn't Anything: with Loveless, they started running. For the author, and many critics who have heard the album, the last track, Soon, is the album highlight. Shields and co had obviously been taking note of the growth in dance culture in the UK, and their fellow labelmates Primal Scream's new efforts in that area. Taking the blissed sounds of To Here Knows When, MBV combined this with a simple drum beat, and carried on the initial work of Swallow, and made a record that took its points from every corner of the UK alternative scene, music fans of each genre could appreciate its quality. One thing listeners will notice about Loveless is how the hard, swampy feel of Isn't Anything is removed, and replaced with a softer, more open sounding record. It's still totally beyond anything recorded that year (apart from the nascent 'Shoegazing' scene heralded by the arrival of Ride, Lush and Slowdive) - compare this to Nevermind, Screamadelica and you'll begin to see the picture. However, such a piece of work isn't an easy thing to create - it took nearly 3 years, £250,000 (which was, and still is a hell of a lot of money for a record released independently, and as such nearly bankrupted Creation, who were saved by the eventual success of Screamadelica) and much of Alan McGee's health to finally produce Loveless. In the end, McGee loved it, but had come to his wits end with My Bloody Valentine - considering the cost of making the records and the nightmare that a third one would probably become MBV left Creation. Loveless is considered by many to be Creation's greatest release, and many believe that on any other label, the record would not have been made. It is testament to Creation that it was released, and many MBV fans are eternally grateful. However, enough platitudes, if you haven't heard it before, go and find a copy. If you have, have another listen. Amir Arezoo, February 2004 Heard it? want more? Try: 'Nowhere' - Ride 'Giant Steps' - The Boo Radleys Other Important My Bloody Valentine Releases: 'You Made Me Realise' (single) - where it all truly began. 'Isn't Anything' - Where MBV take the first step into cult status. 'Glider' EP, 'Tremelo' EP - Contain 'Soon' and 'To Here Knows When' respectively, but should be sought out to show how MBV got from 'Isn't Anything to 'Loveless'.
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