Tom Keifer – Hype

Mainstream rock hasn’t felt as heavy as it should in a long time, and while I don’t know for certain, it seems to me that Tom Keifer and his band were inspired by the lack of weighty riffage when they were putting together their new single “Hype” and its gritty music video.

Keifer leads an onslaught of textured brutality in “Hype” that goes against the grain of everything modern rock has established itself to be, and if you were hoping for a bit of old school carnage to spice up your playlist this spring, it makes a near-perfect addition by all measurements.

The lead vocal in this track is at times guttural and as beefy as the bassline is, but personally, I think it complements the tonality of the guitar parts here better than any single element ever could have. Keifer straddles the beat in “Hype” like he’s riding a raging bull; while he’s clearly adhering to the principles of punk efficiency with regard to the structure of the hook, he isn’t afraid to get a little aesthetically indulgent when it serves the material well. His younger peers could learn a lot from the balance he’s laying down here, and moreover, his approach to recording powerhouse rock in general.

Though a bit more industrial in style than I would normally go for, “Hype” is the heady dose of heavy metal thunder that a lot of us needed most this March, and if it’s any indication as to what we should expect to be hearing out of the #keiferband camp in the near future, I think the 2020s are going to be a lot more prosperous for this enigmatic frontman and his band of equally talented players than the 2010s ever were. This single and its video are a shot of life amidst an otherwise arid time for heavy music, and I wouldn’t recommend passing them up.

If you enjoyed “Hype“, check out the official website for Tom Keifer by clicking here. Give a like on Facebook by clicking here & a follow on Twitter by clicking here.

Eric Jarvis

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