★ ★ ★ ★ 1/2 out of 5
Eccentric glam rockers Semi Precious Weapons have certainly come a long way since forming in 2006. Following opening act duties on buzzworthy tours by Lady Gaga and Ke$ha, the release of two solid albums and the signing with both Interscope and Epic Records, the talented group are ready to unleash Aviation, their third studio album, under Tricky Stewart's RedZone Entertainment, the man behind Rihanna's "Umbrella" and Beyonce's "Single Ladies (Put A Ring On It)".
After bathing in glam and glitter with their previous single releases including "Magnetic Baby" and "Look At Me", Semi Precious Weapons took an unexpected drastic turn with their trademark sound and image with the new album's lead single "Aviation High". Featuring more of an alternative rock sound, the track was a different look into the band's abilities, maybe allowing more listeners and critics to take their mature appeal a bit more seriously. It definitely sets the mood for the new project, one that becomes an inescapable, enjoyable listen the second it begins.
"Aviation High" did a swell job at pushing Semi Precious Weapons into the mainstream limelight where they truly belong. The alternative rock sounding experiment was a noticeable departure from the music featured on their previous records, but still carried the band's edgy essence and seemed to be an extension of their talents, a result of growth and maturity. The song has a stadium rock quality, one that sounds amazing on the radio.
Released as a teaser and part of a preceding EP release, "Look To The Stars" continued showcasing a slightly different rock sound for the band. "When the sun sets, no matter where we are, when the sun sets, we can look to the stars," lead singer Justin Tranter belts on the infectious and powerful chorus. Though supported with hard instrumentals, the track becomes a sweet and romantic effort many would not mind blasting out their car windows.
Though it may sound like the typical party anthem on the surface, "Drink" does have some serious underlying meanings. The uptempo, rock track screams single potential and radio airplay as the band comes off a bit like 30 Seconds to Mars. That's a good thing. While abusing alcohol may never be the right way to handle a recent break up, Semi Precious Weapons turn the somber message into a loud, infectious party track.
Said to be the band's favorite song from the new album to perform live, "Never Going Home" is another slow, somber, angsty number from the glam rock power group that does indeed build up to a powerful chorus. As a rebellious teen anthem, the track perfectly showcases Tranter's impressive vocals and range. The song is an alternative rock creation that shows the impressive evolution of the once party-eccentric band.
"I don't know what city we're in tonight, all I see are my best friends in bright lights," Tranter sings on the opening line of "Scream To The Sky", a track which shows the band experimenting with more of a pop/electronic/dance sound than ever before. Semi Precious Weapons are stepping out of their comfort zone with very successful results. The chorus is chant worthy, it's fun, loud and catchy. Turn up the radio!
"Young Love" recalls the memories of a blossoming relationship, the childish antics of two kids head over heels in love. As the band recalls staying up till 3am, the need for fake IDs and the desire to see your significant other every second of every day, the song details what happens when the antics are no longer enough. The track is cute and slightly romantic, but when the dust settles, the underlying message is quite somber.
The only "true" ballad on the album comes in the form of "Healed", Tranter's favorite track off the new record. While the song may cause an immediate halt in the party rock vibe of the album, it's well worth the possible tears. Vocals are soft and vulnerable, almost delicate, as the band describes the love that ultimately remains once the relationship comes to an end. The band has created a beautiful, personal tune many will relate to.
Previewed prior to the album release with a featured verse from up and coming American rapper Dominique Young Unique, "Cherries on Ice" is a not-so-subtle yet clever ode to sexual foreplay. Though not the greatest moment on the effort, the song is fun, sensual and enjoyable, surely every single bitch on both sides of the Mississippi will be dropping it low to this deliciously erotic track.
As someone who has heard "Free Booze" live on three different occasions, it's nice to hear it has not lost its punch and impact. "She wants free booze, no rules and you," Tranter sings on the chorus which, like another song on the track list, is a party anthem with a much more serious meaning. The track is high energy, seems like it could have fit in nicely with the band's previous albums and does have potential for radio takeover.
The shortest track on the album, "Vegas", is a hands-in-the-air, carefree effort about letting go of all that is dragging you down, especially a former flame. What happens in the city of sin, stays there, and that seems to be the essence behind the song. Do whatever you want, surround yourself in the company of great friends, have drinks, have fun, the message is pretty simple, wrapped in intriguing production and vocals.
Semi Precious Weapons leave the best for last as "Hands Up" becomes the perfect closing track. As effective as Lady Gaga's "Applause" on her recent ARTPOP, the abrasive, in-your-face, pop/rock track seems to be calling for a well-deserved celebration as the album comes to an end. "Down, down, down, never bring us down, hands up motherf***er," Tranter yells on the chorus. The incredible breakdown towards the end is just the cherry on top.
Aviation is an album that spent quite some time cooking in the studio, perfection does take time after all. Early fans of the talented group could be torn by the artistic change in direction Semi Precious Weapons ventured on for this new release, but when everything is said and done, the album is a strong effort that definitely shows positive growth and maturity from an act who started as a full-fledged party machine. There is a nice balance between pop and traditional rock mixed in with surprising electronic and alternative elements. Vocals are top notch, songwriting has meaningful layers and the album experience is pleasant and enjoyable from beginning to end.
Tracks to Hear: "Look to the Stars", "Drink", "Scream to the Sky", "That's My Friends" and "Hands Up"
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