The music business has long been based on the model that at around 30, music buyers stop purchasing new music by new artists and instead remain ‘brand loyal’ (i.e sticking with artists they enjoyed during their formative years).

Buying new music by old favorites is a possibility, but, that market becomes an engine room of diminishing returns the older the purchaser.

This phenomenon is visible by the increase in tribute bands, the repackaging of past best-sellers (cds, downloads, back to vinyl, etc.) and the rise and rise of music magazines devoting space to old music (analysis’s of old albums, revisiting past music scenes, etc.).

A recent strategy for record labels to break a new band is to mould them into the sound/image/outlook of existing bands and then place them in the domain where their molded band (and their fans) can be found (tour support, promotion in classic magazines, etc.)

At their ep launch, Wildbeasts follow this trend, sounding like a dirty guns n’roses and an edgy stone temple pilots.

This is the sound of a young band trying to sound like the music that they have grown up with. And they sounded good.

With a bit of luck, Wildbeasts will connect with lovers of late 80s/ early 90s rock and make a living by following their dreams.

It’s just a shame for them, and other bands like them, that the odds are becoming less and less.