Tim: E.M.D. are a Swedish boyband formed a while ago out of three Idol finalists, none of whom won it but each of whom was fairly competent and had vague solo success, but decided they could do better as a band. They are, if you like, a Scandinavian One Direction, two years earlier.
Anyway, right now that’s not particularly relevant. What is relevant is that the D. out of E.M.D.* is releasing this on Friday to remind us that he does exist as a solo artist in his own right, in preparation for entering Melodifestivalen next year.
Tom: Just before the chorus, I thought “ooh, this is about to kick in properly, isn’t it?” … and then it didn’t. It stayed exactly the same. Disappointment.
Tim: Perhaps. He does a similar trick to Robyn and a few others – trying to create the impression of the track kicking in by dipping slightly beforehand. Often that doesn’t work at all, but sometimes it does, and I think this is one of those times – the beat’s still heavy enough to satisfy as a chorus, even if it’s no bigger than the verse was.
I also like the post-bridge moment, which provides a whimsical touch for anybody who might find it dragging a bit.
Tom: Yes, but he’s pronounced ‘fire’ as two syllables and ‘desire’ as three – “fi-yah” and “desi-yah“. That irritates me for some reason – and now I’ve brought it to your attention, it’ll annoy you too.
Tim: It doesn’t, actually, mainly because it’s quite hard to pronounce -ire as one syllable anyway, especially if you’re singing.
The one really bad thing about it, though, is that video, which was clearly made by someone who should never ever have been introduced to Windows Movie Maker.