Haim // Forever
There’s always an unwarranted level of cynicism when an accessible new band gets a lot of press coverage and then is signed to a major label, as is the case with LA trio Haim. The assumption is always made that the major label has been behind the image and the music the whole time, pulling strings and manipulating the music media. Maybe I’m just being naive, because I’m sure that that does happen sometimes, but it is also the case that great pop music will naturally get a lot of press attention and major labels will naturally want to sign music with such obvious appeal.
Whichever is true for Haim is next to irrelevant – just watch the new video for ‘Forever’ and attempt to be cynical. I am effortlessly grumpy and even I cannot think of a good reason to be mildly suspicious about the machinations behind such an obviously brilliant pop song. The retro-pop stylings are reminiscent of a more chilled out Cults, but the rest is all Haim; precise, quirky pop music that is next to impossible not to love. Even if the whole thing was planned out by the label, it’s hard to care, because it doesn’t feel at all like it has been, and that’s all that really matters; it’s believable. And a believable lie is just as satisfying as the truth, sometimes.
You can get the ‘Forever’ EP for free from their website.