Seven is the magic number. Indeed, not only do psychologists theorise that the human brain can only memorise a sequence of this length, but Pigs Pigs Pigs Pigs Pigs Pigs Pigs - the Newcastle-based maximalists whose riffs, raw power and rancour have blazed a trail across the darker quarters of the underground in the last five years - have made a second album in King Of Cowards which does its damnedest to take consciousness to its very limits.
Moreover, another notable seven is dealt with here - that of the deadly sins. As vocalist and synth player Matt Baty notes â€œFor a long time Iâ€™ve questioned how and where guilt can be used as a form of oppression. When can guilt be converted into positive action? After typing all of the lyrics up I realised Iâ€™d unwittingly referenced every one of the seven deadly sins throughout the album.
Thatâ€™s my fire and brimstone Catholic upbringing coming into play there!â€
Building on the momentum this band has built since their January 2017 debut Feed The Rats, this opus sees them entering a new phase as a sleeker and still more dangerous swineherd.
The Iggy-esque drive to dementia, Sabbath-esque squalor and MotÃ¶rhead-style dirt may still be present and correct, yet the songs are leaner, the long-drawn-out riff-fests sharpened into addictive hammerblows and the nihilistic dirges of yore alchemically transformed into an uplifting and inviting barrage of hedonistic abandon.
â€œThe creatures outside looked from pig to man, and from man to pig, and from pig to man again; but already it was impossible to say which was whichâ€ So George Orwell noted at the end of a certain slim volume.
King Of Cowards is nothing less than just such a metamorphosis, one in which - in a blur of primal urges and beastly physicality - this band shows us just which animals are really in charge of the farm.
â€œOne of the bands to watch in 2018.â€ The Guardian
â€œThe demons have been summoned, channeled and purged.â€ The Quietus
â€œDesigned to blow your speakers.â€ Loud & Quiet
â€œItâ€™s akin to bottling hellfire.â€ Crack Magazine
Release Date:Â 28/09/2018