Noise Factory United – “It’s not the first one that counts”


An infectious new-wave and power-pop composure emanates within “It’s not the first one that counts,” a new single from UK-based band Noise Factory United. Their second single offers a poignant introspection on modern perils, including AI’s increasing prevalence and the greater need for political literacy in an algorithm-directed age. There’s a particular eloquence in the “why am I so allergic to me?” refrain — reminding of the correlation between social media identity and self-worth for some.

Ardent guitar pulses and reflective bouncy synths drive into that refrain, following the “algorithms at the heart of my dilemma,” opening declaration. The title-touting repetition is full of momentum and pep, traversing into a submerged vocal feeling alongside spacey synths; the versatility, tonally, is evident even within a familiar and fun power-pop direction. The “or somebody else on the tele?” also captivates in its switch-up to darker haunts. Jumpy guitars, excitable vocal layers, and delectably eerie synth tones comprise a thrilling production throughout “It’s not the first one that counts.”

This and other tracks featured this month can be streamed on the updating Obscure Sound’s ‘Best of November 2023’ Spotify playlist.

We discovered this release via MusoSoup, as part of the artist’s promotional campaign.

Mike Mineo

I'm the founder/editor of Obscure Sound, which was formed in 2006. Previously, I wrote for PopMatters and Stylus Magazine.

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