I usually don’t believe the hype. In fact, I despise it.

But the hype the indie interwebs made about Morning Parade is not all that unfounded. But it’s not going to be hype for much longer either.

At first listen, I honestly thought they were going to be like every other average indie band I had ever heard. But as much as they’re not distinctive, I was in for a surprise. These lads from Essex have something that could very well grow on me.

It opens with a beautiful boom with Blue Winter announcing Steve Sparrow’s solid vocals. Death Cab melodies hook you in with the gravelly vocals and a very catchy chorus, but in a very different way to Death Cab. I’m listening.

From their first single Us & Ourselves, a slow but energetic introduction to their style, to my favourite – the very catchy Headlights – the album is polished and shows that Morning Parade isn’t messing around. Just wait for that precise beat to drop on Under The Stars and just try not to dance. I dare you. Half Litre Bottle is one everyone can in a way relate to, but it’s by no means generic.

They clearly know the direction they are heading.

It’s a good mix of indie, alternative and pop with electro beats thrown in. It’s versatile but not aimless. Morning Parade’s soul is contained on this album. The eclectic use of technical guitar riffs, unusual drum patterns and synthesisers draw you in and spin you in the sky. It’s a fantastic journey from zero to awesome.

Basically, it’s indie pop without the cheesy shoe-gazing crap. It’s just cool.

However, I don’t think they’re going to last with this horribly cynical hipster mindset the new indie kids have latched on to. Nothing that sounds like anything before it is going to last.

Morning Parade is by no means unique - I mean their logo is a clear rip-off of Muse and the cover logo looks like a cheap copy of Coldplay's Mylo Xyloto - and this will be their downfall, especially looking at their increasingly pretentious target market.

Pity. I like them.

Rating: 6/10