IN an era where online hype and reality TV shows can create megastars overnight, there’s enormous pressure for budding young artists to reach out and grab the limelight with both hands.
But despite generating significant buzz when they were snapped up by Parlophone more than a year ago, Morning Parade have quietly and very deliberately shunned the instant fame option.
Instead, the electro-rock five piece, who played their first ever gig at Bishop’s Stortford’s Half Moon, have been building up a loyal fanbase the hard way: by getting out there and gigging like crazy.
They now have scores of huge shows across Europe under their belt, including a sold-out homecoming date at London’s Scala last autumn, and have even opened concerts for world-conquering labelmates Coldplay.
Following their 12-month touring frenzy, which also saw them support the likes of The Kooks, Biffy Clyro and 30 Seconds To Mars, the boys – who hail from Sawbridgeworth and Harlow – are finally gearing up to unleash their full-length debut.
The self-titled album, due out on March 5, follows a string of well-received singles like Under The Stars, which was used in the soundtrack to hit US television drama The Vampire Diaries, and follow-up A&E.
True to form, it’s packed with the kind of stadium-sized, emotionally wrought tunes that have become their trademark. From sweeping, synth-drenched opening number Born Alone to uptempo closer Blue Winter, everything about the record screams ‘big’.
Their approach won’t win everyone over, particularly those who prefer their music a tad more restrained, but there’s no doubting Morning Parade’s sixth sense for a catchy melody and a rousing, heart-stirring chorus.
And while the album is flawlessly polished almost to a fault, frontman Steve Sparrow’s gut-wrenching lyrics and vocals bring plenty of human warmth to what could otherwise be a rather sterile and soulless affair.
With dance and rock influences present in equal measure - not entirely unlike a latter-day New Order, albeit a million times less ramshackle when playing live - they’ve got a lot going for them and have potential to charm a very wide audience indeed.
Tipping a band to be the “next big thing” is always risky, but there’s every chance Morning Parade could be absolutely massive in 2012. And they bloomin’ well deserve it.
Morning Parade are supporting the release with a one-off UK gig at London’s Heaven nightclub, before setting off on a world tour taking in New York, Toronto and other dates across the US and Europe.
For tickets, see www.morningparade.com.
