So far Cherryfalls have amassed a reasonable critical following, and have been championed by Radio 1's Zane Lowe. Yet they have really struggled to break into the mainstream consciousness. Will the latest single to be released off their forthcoming debut album prove to be their big break?
Well, probably not. My Drug begins with the warming notes of an acoustic guitar plucked to Joe McAdam's achingly earnest and forlorn lyrics. It builds from there into a more atmospheric track - an electric guitar carefully accenting the acoustic chords and McAdam's heartfelt vocals crying out: "You are my drug, you are."
It's all nice enough in a very inoffensive kind of way, and calls to mind the more downbeat works of Travis and Snow Patrol. However, in the overcrowded soft-rock marketplace, Cherryfalls are unlikely to get a look in. My Drug sounds just a little bit too much like lots of things we've heard before - there's no potent high here, and nothing so addictive as to keep you coming back for more.