It’s no real surprise that Domino branched out from their old fare into electro-pop acts like Georgia. It makes commercial and critical sense. These days, it pays to go short on white boy guitar bands and long on solo female acts, especially if you’re trying to keep your decades old indie label looking fresh and on the cultural pulse. What is a surprise, though, is quite how mainstream they’ve chosen to go.
The BBC’s new year Sound of… list has been telling us which Londoners the industry has decided we’re going to listen to for nearly 20 years now, and this year’s nominee Georgia is as safe and predictable as any of her predecessors. She’s another BRIT school graduate, inevitably, and it can’t have hurt that her Dad is Leftfield’s Neil Barnes. It’s not what you know etc…
Seeking Thrills is highly Radio 1 friendly, verse-chorus pop with beats and bleeps, a token nod to R’n’B and dance, and songs full of relationship banalities like “Your skies keep changing / You know, I will still be waiting” (Never Let You Go) and “We’ve tried to hold that feeling inside / Don’t let it slip away” (I Can’t Wait).
The appeal is obvious enough. About Work The Dancefloor‘s retro synths do all the simple things right to get arms in the air. It’s Glasto-friendly, as has already been proved. Slow things down and you get Til I Own It, a more chilled moment amongst the club hits. It’s familiar territory though. The best bits are nothing Robyn wasn’t doing at the turn of last decade – although there’s hints of a more recent flavour of the month, Christine and the Queens – and Ray Guns owes a debt to MIA. The same might be said of the darker-edged Mellow (feat. Shygirl) whose party lyrics: – “Jumping up, taking me, on a trip to Tenerife… Amaretto, vodka jello, all night, all night” – tell a different story to the music.
Designed for success, it will probably do well for itself, but it’s hard to get excited about. In essence, it’s another well-connected London kid producing festival music for her glamping, designer-clad peer group. “I don’t have much in terms of money now,” she sings on About Work The Dancefloor. Well, it’s all relative, isn’t it?