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TRACK: On My Own

WHO: Thecocknbullkid, aka genre baffler Anita Blay.

THE HYPE: “Seriously fresh” – Dazed & Confused

WHAT: The sound of robots crying.

WE SAY: When artists put out records that initially sound like they’ve set out to bug the crap out of you by sounding ugly, there are a number of possible responses: first that it’s some kind of Nathan Barley Hoxton thing and that it should be best left well alone; secondly that you should hang in there until you get the joke. Personally, I feel there’s often a magical chemistry that comes out of these scenarios, as shoddy aspects often have a habit of highlighting and focusing a track’s true qualities – The Fall’s Eighties output is a great example of this.

On My Own is built on a Metronomy-produced electronic backing that couldn’t be any more cruddy and rudimentary if it was made by Muffin The Mule playing around with one of those vintage Calicovision games consoles. Next to this, Crystal Castles sound like they’re a division of Pixar. But, as suggested, this actually serves to throw up a sumptuous melodic treat that could do a widdly solo on even the craggy of heartstrings.

Informed by influences as diverse as Morrissey, Little Richard, The Cure and MIA, Blay paints a minor-key tale of doomed relationships that gloriously finishes off the electro soul job first attempted when Soft Cell covered Motown; there’s a fragile torchy quality that rises above the bontempi regalia and truly marks this out as something really wonderful.

IF WE ONLY NEED TO KNOW ONE THING: Anita has a clear idea of where she’s going and what she’s capable of: “I have two songs which are definite top 10 singles,” she tells the NME. “But also ones which will repulse people.”

WHERE CAN I GET MY HANDS ON IT: On My Own is released on July 14 on Need Now Future Records.

FIND MORE: www.myspace.com/thecocknbullkid

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