Artist: Akron / Family
Album: Set ‘Em Wild, Set ‘Em Free
Label: Crammed Discs
It’s nice when this happens. Having risen fast to the absolute top of my profession, it can be easy to become jaded and tired; my worn, greying eyes seeing nothing but bottom lines and tax deductions – but sometimes this happens, sometimes something truly inspiring and exciting falls onto our desks and rocks our worlds*. In this instance it happened with a Crammed Discs release (coming through our friends in Proper Note) by the name of SET ‘EM WILD, SET ‘EM FREE. The offending artist? AKRON/FAMILY.

Akron/Family - Set 'Em Wild, Set 'Em Free
Now it seems everyone on the internet has long since discovered and loved Akron/Family but never bothered to tell me (and what exactly am I paying all these taxes for?) – so as irritatingly late and excitable as that guy who always hears ‘hilarious’ novelty songs a bit too late and still wants to sing them to you (they all congregate in Croydon), I discover the latest release from this wonder band.
BANG! Kicking off with some pulsating Afro-Beat rhythms that the Kuti clan could be smug about before injecting some Sabbath sized chords that Tony Iommi could be equally chuffed about comes Everyone is Guilty as good an opener as modern music will allow. Despite the tinkles of folkish string plucking and the occasional power-chord sneak through the mix there’s no real reason suspect that the album could turn out to be such a genre-hopping, life affirming, convention defying, neighbour bothering classic – but that’s what it is (or will turn out to be when we’re all living in orange bubbles on the moon). The album is bloated with creativity; a gasp of folk; a rumble of afro-beat; a wheeze of gloss-pop and a nasty belch of thrashing industrial metal (on the office shattering MBF).
Is it a rock record? Is it a pop record? Is a folk record? No. Is it an experimental record? Not really. Is it a record? Yes. The awkward tag of ‘alternative’ for once makes a lot of sense, Akron/Family offer an alternative to genre without ever appearing strained – can it even be considered experimental if it sounds so organic and comes so naturally? I don’t pretend to know, I also don’t pretend that Akron/Family are really, really good – because they factually are awesome.
If you like melody, if you like harmony; and if you like to rock, dance, weep (chicks only) and love, then this is an album that could see you into your twilight years. It’s as original and inventive as any album I’ve come across in my stellar career within ‘the industry’.
Although the album is slightly reminiscent of pleasing pop/rock rebels Modest Mouse, ‘pre-grunge’ survivalists The Pixies, African superstar Seun Kuti and Brit-folk revivalists The Fleet Foxes and Great Lake Swimmers – I recommend this album to most people. Fans of pleasure? Fans of life? Fans of stuff. This is the album for you.
*Full disclosure. I have loved, cherished and celebrated every record to ever surface under the banner of Proper Music Distribution and am financially and artistically satisfied in my lowly position of Product Assistant. I was merely being hilariously funny.

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