What a lovely sliver of down-beat pop ‘No One Cares’ is. It’s minimalist swooshing, sugary melodies, and lyrics that ooze romance yet dunk listeners to sink into an underlying darkness, just below the surface of Griff’s skin.
Considering Griff Lynch’s first solo singles, (both out early 2017), veered on the side of the cynical and melancholy - the cheerlessly titled Don’t Count On Me - an ode to just that - and the Welsh language Hir Oes Dy Wen a self-confessed “cocktail of deaths, breakups and boredom” - it seems fitting that Lynch should return with this, the contemptuous No One Cares.
However, one blast of new single will show that neither my adjectives above nor Lynch’s often sardonic lyricism reflect the huge, glistening and euphoric sound the ex Yr Ods frontman creates. For coupled with a rather cynical take on the world lyrically, is an ability to make a deliciously uplifting strand of off kilter, left-of-centre electro-pop. Testament to this is the coverage garnered for the two previous singles, Lynch’s first foray into ‘going solo’, from specialist publications like Electronic Sound (“cosy Welsh synthpop with deliciously dark undertow”) through to tabloids such as The Sun (“a most excellent single”).
Let’s also talk about the Welsh thing, as frankly it’s hard to ignore. Lynch’s rich full accent and dulcet tones wrap around his words so beautifully, giving a lulling softness to the sharp-tongued lyrics and often frenetic electronica. There’s also the juxtaposition of the utterly cheerful exterior with darker undertones, reminiscent of other Welsh artists such as Super Furry Animals. Griff Lynch’s solo work will undoubtedly raise the bar of a country already brimming with avant-garde, innovative and unique artists.
No One Cares is digitally released on 16 June via I KA CHING.
“There's much more to Griff Lynch’s latest off piste gem than meets the eye.” – Clash
“‘Don’t Count On Me‘ is a prime example of Lynch’s zany approach, bounding from modest piano into huge bolts of blown out synth. Lynch’s powerful vocal brings a splash of fitting rationality to the vivacity that invades throughout.” – Gold Flake Paint
“Griff Lynch’s sparkling new track is a rather crystal testament, of his knack for clever and softly spacey, electro-pop production.” – FAME Magazine
"Huge euphoric synths, teamed with off-kilter piano melodies and beats that display a darker lyrical undercurrent, this tune grabs you and pulls you in immediately from the outset." - Original Penguin
“Sweet-natured electro pop confections.” – Buzz