Posts from 18th December 2019

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Dec 19

ROOM 5 ft OLIVER CHEATHAM – “Make Luv”

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#951, 5th April 2003

The sound of a subgenre on its deathbed. We’ve had some good times with filter-disco, or French touch, or whatever you want to call this woozy sound. At its best the filter effect worked like shades in a solar eclipse, a hazy distancing effect protecting you from druggy emotion too bright and stark to confront head-on.

“Make Luv” is the sound long past its best, though. Everything about the record feels half-arsed, as if adequacy was the aim. (It’s achieved, not that it matters.) The name of the act – a disguise for Italian house producer Junior Jack – the title, the earthbound trundle of the sounds, even the origin of its popularity in an ad for tacky lad’s deodorant Lynx… it could all have been designed to feel as devitalised as possible, a set of words and images entirely free of resonance. Poor Oliver Cheatham, sampled to give the record its hooks and spine, ends up just another part of the listless whole. “I like to party,” he sings, and then, in case you thought he might be staking a claim on a life of devil-may-care hedonism, “everybody does.” Well, quite.