The Swedish outrageous freaks Salem's Pot introduced with Pronounce This! a new music style to the world (and to themselves) that mix retro Rock and Roll, Psychedelia, Doom, cheap terror movies and a lot of fun.
It's like the Gun Club, Alice Cooper, Suede and Sleep have joined to jam on a Texans rock bar and, in the middle of set, decided to use a massive shot of doomy psychedelia to piss off the local hillbillies.
This attitude is so metal and can deliver a lot of fun to the band members and to a few headbangers in the audience, but is the missing link between a niche success and worldwide recognition.
We are starting (IMO) a transition that would take rock and roll some steps further in terms of broadcasting and popularity, simply because of the multiple collapse of the other main styles (Rap, Pop and Electronic) and because Rock is boiling so hard on the underground. Rock nowadays seems a huge cauldron with great musicians and great releases kicking and screaming to be removed out of the box. The time is now.
So, c'mon guys, let the nihilism aside and start writing smaller songs with less doses of dark psychedelia to fit in gigs and in common minds. I never, in my whole life, thought I would ask for "radio edit" song versions, but, at this moment, Rock really needs you more than you need Metal.
On the other hand, their straight rock style is so fresh and so good that might appear soon a new harvest of wannabes and I hope one of them crosses the line of the underground.
Salem's Pot could have dominated the world with this release, but they are too metalheads for that.
Unfortunately I cannot blame them, after all there are a legion of us in the trenches of the world.
Bottom line: for the relevance it would get a 10, but the musical valuation is a strong 7/10.