Always a band with a tendency for swagger and arrogance, the sentiment of the track is as you'd expect, but considering their lack of chart success, it does feel a bit like they're really trying to convince themselves of the fact.

Produced by Pharrell Williams, We Rule The World is musically something of a departure for the band with some funk elements, and Howlin' Pelle Almqvist employing some falsetto vocals over an incessant guitar groove. Two thirds of the way in, some Rapturesque bells kick in lifting the track, and it's a bit of a disappointment when they subside again for the forgettable primary melody to take over.

However many times they spell out their name for us, they aren't the best band out there, and they don't rule the world. Nonetheless they are clearly their own favourite band, and that lack of self-awareness seems to have become their identifying feature. Perhaps their approach charms some people, but they've become a bit ridiculous and aren't far off being a modern day Spinal Tap. The Hives still have a few good musical ideas, but on this showing they don't really hang together and it all ends up a bit of a mess.

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