Like kittens playing in yarn, It Hugs Back, from Kent, England,
revels in soft cuteness, causing any self-respecting male music writer
to wonder (and perhaps worry) why he continues to spin the band’s debut
full-length.
Hilariously, the publicity notes cite the Lemonheads, Teenage
Fanclub and My Bloody Valentine as touchstones, when, in fact, each of
these acts would totally devour It Hugs Back’s breakfast, lunch and
dinner in terms of volume and aggression. On the other hand, Inside
Your Guitar is certainly full of the kind of effortless pop hooks
that alt-rock bands used to produce not so long ago. And once you hear
the buoyant, jangly drive of “Back Down,” you won’t settle for much
else.
The simple organ accompaniment provided by Jack Theedom is
especially sweet on upbeat tracks like “Unaware,” while
vocalist/guitarist Matthew Simms delivers a delicate alto that falls
somewhere between Josh Rouse and Neil Halstead. Lyrics seem to deal
with failed or faltering relationships with troubled girls who maybe
work at Urban Outfitters, but it’s hard to tell, given how quiet the
proceedings are.
When It Hugs Back finally cranks up the amplifiers on “Now + Again,”
you may already be asleep. That’s fine, as long as you’re cuddling
someone fuzzy and adorable rather than a pierced punk chick. Then
again, she probably wouldn’t dig this stuff as much as you do, tough
guy.
This article appears in Apr 9-15, 2009.