13 Minutes of Tame
Sometimes a band comes along with the "Here Comes a New Challenger" label. They support an emerging band (The Vaccines) and get touted by the bigger music press. National radio stations start playing the lead single from their EP. Commercial radio, noticing the coolness and guitars, don't bother touching it. This maintains their credibility and a buzz snowballs out of the above, supplanted by a judicious use of social media and trusted outlets backing them.
The point I'm making is that we've seen the climb before and Minneapolis-based Howler are here to pick up the "too cool for school" controller and button bash their way into your skull. Level One is their EP. "This Ones Different" is a quick 13 minute jaunt through five tracks, with nods to the likes of Razorlight and (far too obviously) The Strokes. Armed with that knowledge, anyone want to guess which label they're on? Of course it's Rough Trade.
'Told You Once' is the lead track and it's the direct offspring of Borrell and Casablancas. There's not much else to say, except if you wanted to hear 'Stumble and Fall' performed with a Drums-esque guitar solo in the middle, you're in the right place.
The deviation from the Strokes comes from the lyrics. While they were always delivered by their pioneers with a certain swagger, the lyrics on this EP are a little muted, self-conscious even. Perhaps they realise this: Closer '14 Days' finishes with a minute long instrumental. Musically, its' fine, the title track especially with neat guitar scales and a nice pace behind it but it's all one tone and level really. Are they capable of anything else?
'You Like White Women, I Like Cigarettes' is a bizarre title, especially when it has nothing to do with a two-minute slice of vanilla that talks about fame and things they want. It's difficult not to be dismissive of the track, especially as it seems to typify the 'God, we're so cool' stereotype. Even the emotion shown at the end, which sounds raw but at this point, I don't really care about what they're singing about: It seems delivered with no sincerity whatsoever.
Now, 'For All Concern' is a step in the right direction. It's a bit chimier, a little brighter, slightly deeper. Just plain better. That swagger I was talking about is there, but why does it take them this long to get into it? It's all been heard before, but if you want (a little) variation on a sleazy-surfer theme, knock yourselves out. This One's Different? It's really not.