Live Review

The Parlotones – Electric Ballroom, Camden

• 13th Apr 2010

I went to South Africa on holiday recently where, without the joys of Sky+, I had to sit through thousands of commercial breaks. It’s not a big deal – South African ads are often very witty, and occasionally even the best thing on TV. What bothered me, was that The Parlotones featured in so many of these ads. Most nights I was guaranteed to hear at least a couple of their songs, during ads for Outsurance (Beautiful), Pick ‘n Pay (Sun Comes Out) and KFC (Life’s Design – which was released as a single in the UK this week). You’re probably thinking I should get out more (and I will!), but what I’m thinking is Why?

Why should the biggest selling band to come out of South Africa in recent years have to sell a KFC Snack Box? I know corporate advertising is one way to get known – after all, few people took notice of the band until their song Beautiful featured in a Fujifilm commercial – but where do you draw the line? Unfortunately, it has always been difficult for bands in South Africa to make a decent living from music alone. Seether is perhaps the country’s only world class act. Others like Springbok Nude Girls (whose ex-frontman, Arno Carstens, is currently supporting Ultravox) and Just Jinger could never quite make it as big as everyone had hoped. I suppose then you do what it takes to get your name out there. And The Parlotones have done pretty much everything you can think of. They’ve launched a branded Gigabyte notebook, teamed up with Sony Ericsson for the digital release of Stardust Galaxies (which reached gold status in South Africa, and is due for European release in June), and market their own wine, Giant Mistake (named after one of their hit singles).

So, it was with some trepidation that I headed to the gig at the Electric Ballroom on Thursday. I was slightly concerned that people would either request “that KFC song!”, or that I would be thinking of a Twister throughout the gig. To my huge relief, neither happened. But something else was bugging me.

It’s obvious that the band, fronted by the charismatic and hugely popular Kahn Morbee (with Paul Hodgson on guitar, brother Glen on bass, and Neil Pauw on drums), has a very loyal and enthusiastic fanbase. Judging from the majority of the accents around me, I wasn’t sure if it’s all just patriotic or if the audience were genuinely that impressed. Perhaps both. The music really is good, no question; it has a tendency to get stuck in your head for ages. It is also obvious that The Parlotones are a nice, intelligent and modest bunch of guys; and that Kahn has an exceptional voice (something between Brandon Flowers and, dare I say it, Chris de Burgh). The songs have beautiful, haunting lyrics, and it’s always moving when they play I’ll be There at weddings. However, I couldn’t help thinking that none of that is enough to fill a stadium. Fair enough, most of the fans would prefer them to play small, intimate gigs like this one (with a 1400 capacity). But they’re a bit like Thirteen Senses (whatever happened to them?): lovely to listen to, but not your most exciting night out. And towards the end, it can all just be a bit too much. (Like overindulging on a KFC bucket.)

One of my friends reckons if the world knew about The Parlotones five years ago, they would’ve done much better. Now it may be too late. They do nothing, he reckons, that Keane or The Killers haven’t done already.

I think The Parlotones (and even their fans) just lack a certain energy. Even the request for an encore was the most restrained thing I ever heard. They played all the big hits – Giant Mistake; I’ll be there; Rock, paper, scissors; Overexposed; Colourful, Push me to the floor; Life’s Design; Beautiful – and got a fantastic response throughout. Still, it all felt a bit flat. They also played a few covers, of which one – I Gotta Feeling by the Black Eyed Peas – didn’t work well at all. I’m not sure if it was my sinus-related blocked ears, but it just didn’t sound right. Plus, again, it had no oomph. But I seemed to be the only one thinking this – the fans were raving about the gig on the tube all the way back to SW19.

According to their website, the band’s “unwavering work ethic, coupled with their ‘do what it takes’ mentality means that they are winning over fan after adoring fan in every territory they visit”. But in the long run, will this “do what it takes” mentality also cost them a few fans? Hopefully they’ll win over enough new ones, so they can stick to the music. Because, really, what will they be selling next? Branded guy-liner?

The Parlotones are supporting Ash during their UK tour. They’ll also perform during the FIFA World Cup Kick-off concert, alongside Alicia Keys, Black Eyed Peas and Shakira.