Interesting proposition, the Big Pink. On one hand they exude an effortless cool; their tracks have subtly instilled themselves in the collective conscience with just their natural charm and confident swagger, while the group maintain an enigmatic posture. Already picked up by advertisers, their album, 'A Brief History of Love', climbs the charts, aided by rave reviews and all seems set for their domination of this blissed-out-elector-rock genre.

But then, the flip side of the coin.

The band is overtly calculating; twin protagonists Robbie Furze and Milo Cordell are hardened industry veterans. They have been around long enough to know the score; there is no idealism here, just grim pragmatism. Drawing from a similar pallet as 4AD labelmates such as the Cocteau Twins and Lush, the Big Pink reinterpret, reinvent and reimagine – but they do not create.

Live it is this second interpretation of the band which comes to the fore. Augmented to a four piece – bass, drums, keys, and guitar – the Big Pink offer their album - virtually rote, virtually in its entirety – to the assembled at the Electric Ballroom and then disappear.

Nothing more, nothing less and perhaps not enough.

Appearing just after ten – the set delayed as they essentially only have 35 minutes of music to their name – there is little interaction with the crowd as the by-numbers versions of 'Too Young to Love' and 'Love in Vain' slide past. Indeed, their best efforts barely silence the "Oh, this is the one from the Xbox advert chatter" which swirls around the crowd throughout.

There is some token hand pumping toward the end – especially for the hit 'Dominoes' - but the Big Pink are saccharine in the extreme. They have their formula and they are sticking with it. Doubtless this will pick them up a myriad of fans along the way, but while they are set to fly high I predict the ride will be short and the landing heavy.

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Commenting On: Electric Ballroom, London, 23/10/2009 - Big Pink

ie London, England

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