Most bands see out their entire existence without witnessing anything like the highs and lows, disappointments and triumphs that Pretty Vicious have packed into their fledgling careers. The teenage Merthyr four piece were only four gigs into their existence when an unseemly A&R scrum plucked them from their small town Welsh roots, and dropped them into an industry whirlwind they were barely equipped to survive. As managers and executives squabbled over the direction the prodigiously talented yet gloriously untamed teenagers should take, the industry and the process chewed them up and spat them out.
It’s a familiar story of too much, too young. Many have been there, yet very few have had the confidence, belief and, above all, raw talent to drag themselves back from the brink and deliver a sure fire certified future classic of youthful dreams and the desire to escape small town mundanity. After their (now ex) management had reached a dead end with the initial recording process and a string of incompatible producers, fate conspired to drop a copy of their raw demos on the desk of U.S. based GRAMMY award winning producer and Big Machine Label Group A&R executive Julian Raymond. Immediately recognizing their immense, unhoned potential, Raymond wasted no time in bringing them into the fold of Big Machine’s newly created rock label in partnership with iconic fashion designer John Varvatos. Suddenly the stars aligned, and with a new management team behind them, Pretty Vicious found themselves within a structure - Big Machine/John Varvatos Records in the US and long -time supporters Virgin / EMI in the UK - that could unlock their immense potential.
With recording at an advanced stage, their forthcoming debut album captures perfectly the youthful energy and attitude that initially caused the London A&R scene to go all-in on an unruly gang of teenagers from the Welsh valleys. In Dan Austin (You Me At Six, Twin Atlantic, Pulled Apart By Horses) they have found themselves the perfect producer to guide them down the fine line between youthful abandon and future arena filling anthems. As a first taste, new single ‘Move’ is a wonderfully barbed statement-of-intent. Rattling along on a wave of dueling guitars and rolling drums, ‘Move’ is a primal howl of frustrations and dramas being shrugged off in glorious style.
Still all aged under 21 and having experienced the music industry at its most turbulent, Pretty Vicious are a band that have now found their footing and have unlocked the potential of how powerful their music truly is; with every scream and guitar screech, they’re one step closer to replicating the arena rock success of their forefathers. They have the songs, anthemic and heavy, as well as a youthful zeal that feels like a breath of fresh air in a staid rock scene.
Pretty Vicious are Brad Griffiths, Elliot Jones, Jarvis Morgan and Tom McCarthy.