Signed to Open, a division of the ever-expanding Ministry of Sound trademark, Deepest Blue epitomise the commercialisation of the Ministry. The follow up to Give It Away is an offering of typical radio-friendly summer pop proportions.
The opening soothing Coldplay-like acoustic riff leads into Joel Edwards' accomplished vocals and eases the listener into the track. Despite threatening to, Is It A Sin never really kicks off - instead, merely diminishing into chart fodder for those who supposedly like their music with an "edge".
Unfortunately there isn't really any edge to a track that doesn't live up to the expectations set by Give It Away, and the elements of house tinged with Euro-pop that it exuded. This doesn't bode particularly well for the forthcoming release of album Late September. Is It A Sin is all well and good for those looking for a harmless listen to ease away the summer days. Expecting anything else will leave you disappointed.