Times New Viking - Rip It Off
Wednesday, April 30th, 2008

Coming straight out of art school, Times New Viking have been surfing a wave of “critical acclaim” big enough to drown Holland this year. Part of their selling-point seems to have been their intentionally poor recording technique. Because of their methods, ‘Rip It Off’ sounds quite a bit like it’s been fed through a distortion pedal and a phone speaker. Of course, many other bands have used home-recording to make albums nowhere this abjectly noisy, so the question must be asked - is the DIY thing affected? It’s hard to see another way of explaining it off. The fuzz acts like a built-in excuse, a buffer between the band and the listener. It even makes listening to them slightly painful.So it can get annoying.
Luckily, there is an excellent album somewhere underneath. They make a very American brand of guitar-driven indie pop, as it sounded circa 1994. Names like Yo La Tengo and Guided By Voices spring to mind throughout, and while Times New Viking aren’t necessarily breaking new ground, they’ve made a really endearing album here. Every song is short and to the point, with unschooled male and female vocals bellowing hooks and unpretentious everything else backing them up. It would be eminently listenable, if it wasn’t for the dense layer of obfuscating fuzz.
Songs like My Head and Drop-Out are insistently catchy, and they can switch gears with more sprawled (though still short) tracks such as The Wait. The highlight overall, however, is probably the last twenty seconds of End Of All Things. Fourteen tracks into the album and two minutes into the song, the fuzz drops for the first and only time, leaving two voices and a guitar. It’s like a revelation, a first glimpse of something that’s been on the cusp of appearing for forty minutes. It may take a little more time to get to the rest of the music, but it’s worth it.
Some songs on MySpace. Out now on Matador Records in a record store near you.





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