St Marie Records Rampage: The Sunshine Factory

Seriously now, what do you expect when you hear that name? The Sunshine Factory. Me, I expect bright, sunny – and given the album art – acid-laced exhilaration (I was going to say ‘ecstasy’ but that could be confusing).

They are joyful, you know. But they are not nauseatingly happy in the Katrina and the Waves sense. Sorry, I don’t exactly hate That Song, but there’s only that much positivity us normal folk can stand to have shoved in our faces. What makes ‘Walking on Sunshine’ (and its ilk) so excruciating is that it doesn’t share the happiness – it just flaunts itself without inviting the listener to bask in the same joy.

Of course we haven’t brought Katrina and the Waves into the picture for a musical comparison, but more to bring home the point as to how positivity is meant to be brought out in music. You have to really involve the listener – make him or her feel how you (the musician) are feeling. Instead of making a song for a listener to ‘use’ only in appropriate and/or unique circumstances where it can be most effectively ‘applied’ (that too to the individual alone), it is far more endearing to make a song that, more honestly, reflects your own experiences. That way, when we listen and nod in agreement, you can be assured we honestly sympathise with how you feel.

That’s the kind of sound The Sunshine Factory have –  they make introspective, but engaging neo-gaze, tinged with the sound of the classics, but still unmistakeably recent. Their album, Sugar, is very open, very honest and consequently, very  inviting. You’re not forced to echo the songs’ emotions, you’re not compelled to wait for a certain mood or ambience to set in before you listen. They make Anytime Music so it’s no wonder they’re such favourites within the Shoegaze Set. And it’s even less of a wonder St. Marie Records picked them up. Listen to Sugar on Bandcamp and try to tell me I’m wrong.