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New York rock is notable for a particular type of sound - think Interpol, Yeah Yeah Yeahs, The Strokes etc. Now think of those doomy guitar chords and drawled vocals, add a big dose of Prozac on top and you have The Cloud Room.
Hey Now Now has already been picked up as the soundtrack to a Ronaldinho-starring Pepsi Max advert, which more or less guarantees it chart success. Luckily then, it's irresistibly bouncy, upbeat and scarily addictive. After only a couple of listens you're nodding along to the chorus and thinking "well, maybe life isn't so bad after all".
And of course, being from New York, those pounding guitar chords lend the song a sense of danger and darkness which nicely balance out the more poppy moments. Unsurprising really, as lead singer J Stuart wrote the song while waiting for the results of a HIV test. An unlikely back story to one of the most upbeat singles of the year - get used to this song, you'll be hearing it a lot over the next few weeks.
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