This New Day

by

Embrace

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Few bands polarize opinion quite like Embrace. To their fiercely loyal fanbase Embrace are big-hearted saviours of British pop, to their detractors - plodding, melodramatic also-rans. Even Embrace's harshest critics though, would have to concede that this band are survivors.

Embrace debuted with 1997's The Good Will Out and became an overnight success, they lost ground with 1999's Drawn From Memory, and despite being a stronger effort 2001's If You've Never Been was barely even noticed. At this point, seemingly lost in the musical wilderness, I figured Embrace had had their day. Against the odds though, they made a great commercial comeback with 2004's aptly titled Out Of Nothing. This album was a fine return in many ways, not least because it changed the bands fortunes. Even so, something about this new material didn't click for me. Out Of Nothing felt a wee bit like a hollow victory.

Two years on, and this time around it doesn't just sound right - it feels right. This New Day is simply the winning formula of everything the band do well without anything they don't, and as a consequence it's Embrace's stongest most cohesive effort to date.

Spirited opener 'No Use Crying' sets the album off at a cracking pace and sounds like a real statement of intent for a band fighting to remain relevant. It's a great start - but there's better to come. 'Nature's Law' begins worryingly like a certain Richard Marx ballad I've forgotten the name of (selective memory) before transforming into something altogether different - a sturdy, uplifting tour de force and an early highlight. Next comes the melodic punch of 'Target', and if you are looking for an example of what Embrace sound like when they really hit their straps - this is it. This song doesn't just 'hit the target' it absolutely nails it. The pulse-quickening rock of 'Sainted' calls to mind classic Echo & The Bunnymen whilst also easily surpassing anything off of that bands last album. The pace then lets up a bit for the obligatory monster ballad 'I Can't Come Down' (this sets 'Gravity') which will no doubt be coming to a radio sation near you. It's nice - though far from my favourite here.

Much of the latter half of This New Day sounds like what Coldplay were trying to achieve with X&Y, only better. That mightn't sound like much of a recommendation given Coldplay's current (and possibly slightly unfair) standing in music critic circles, but it does illustrate just how much Embrace have come on in two years. 'Exploding Machines' in particular, comes across less like a Chris Martin cast-off and more like Coldplay in top gear, whilst 'Celebrate' is another of those effortlessly glorious pop tunes that Embrace manage to knock out from time to time - a real career highlight..... I love it.

In striving for pop perfection, Embrace have finally turned in the album they've always threatened to make - a big, anthemic, hook-filled, all-inclusive pop record - and unashamedly so. If you've liked Embrace's music in the past then you'll love this one, and if you haven't - This New Day is the perfect place to start.

A record to open yourself up to entirely.