6/08/2020

Indie Pop Review - Hinds - The Prettiest Curse

Release Date: June 5, 2020
Label: Lucky Number

Madrid-based indie rock band, Hinds has released their third studio album, The Prettiest Curse, a collection of textured, guitar-driven power pop sure to please a broad range of music fans. Originally named "Deers," they changed their name in 2014 due to legal threats from a band name "The Dears." "Hinds" actually means female deers.  

Don't be fooled by the cover art. This ain't no pajama party. The sound is hard, hooky, and infectious without being syrupy. The music will march into your brain and take up residency. And while it ain't no pajama party, soul-bearing confessions and heartfelt admonitions overtake the conversation. The blistering guitar screaming out in the most desperate moments underscores a unique sense of both yearning and resolve in the lyrics. 

Hinds are benefactors of their geography. The sonic sensibilities and perspectives gained by creating music in Madrid and outside the influence of the U.S. pop machine are evident. This infusion is a jolt of adrenaline into the dying beast. "The Prettiest Curse" strengthens the band's restless abandon while adding more prominent drums, fuzzier guitars, and more passionate choruses. 

"Riding Solo," "Take Me Back," and "Burn" are a few of the standout tracks rife with hooks, clapbacks, and singalong choruses. There's a powerful punk-pop undercurrent and an unrelenting attitude which only serves to strengthen the offering and accelerate the rush of adrenaline to your brain. That said, there are moments on the album which drift into the more formulaic and predictable garage-pop sound, yet they are few and far between.  

All tolled, The Prettiest Curse has a quick absorption rate. It gets into your blood instantly and is one of 2020's biggest surprises. 


- Tom Endyke | Guitar & Pen


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