EAST INDIA YOUTH -TOTAL STRIFE FOREVER...

Hype can be a curious thing. For a new artist struggling to get heard above the clamour of a music scene saturated with hopeful wannabes, it can be a godsend. On the flip side, it can strangle a new act at birth, the weight of expectation too much to bear at a stage when the artist has had little time to grow. Ultimately, hype will bear fruit for those who have the requisite talent to back it up and crush those who don’t.  There are many exceptions to the rule but we are pretty unforgiving of musicians that surf in on a wave of hype if the music turns out to be an empty promise. William Doyle aka East India Youth is currently garnering rabidly favourable reviews for his debut album Total Strife Forever.  Music journalists and online bloggers are falling over themselves in the rush to declare his genius, showering the album with the kind of lavish praise usually reserved for the anointed few. On this occasion, you can believe the hype – Total Strife Forever marks the arrival of a prodigious and precocious talent. The Bournemouth born electronic composer has fashioned a remarkably confident debut, a genre hopping record that blends elements of Pop, R & B, Ambient, Indie, Electronica and Shoegaze to produce something that could have been an incoherent mess but turns out to be anything but. Doyle is a sonic alchemist, magically combining and fusing different styles to create something that is greater than the sum of its parts. Some have lazily labelled him the ‘new James Blake’ but in reality, the music he makes is light years away from the more minimalist approach of Blake. Dazzling instrumental ‘Glitter Recession’ opens the album, its tumbling arpeggio piano chords and...