Hyperbole Alert! Either Ben Ivory is a God on earth, or he’s merely the “average” of which his handlers speak.

In a world where most music is average or sub-par at best, one in which we’re constantly overwhelmed by mediocre music as we struggle to find the next great band, it’s easy to be swept up in hyperbole over some new band with a groundbreaking take on pop music. But what happens when the hype train derails? From Ben Ivory’s press material:

Ben Ivory is a walking contradiction of light and shadow, East and West, soul and intellect, melancholy and euphoria. It’s easy to forget Ben’s a human: he’s so easy to think of in abstract terms. But when he opens his mouth and the music comes out, his humanity overwhelms the moment. Ben’s singing is a powerful, passionate and blood-warm experience in a world that feels otherwise dominated by the sterile, the cool, the pre-packaged and digital. A world dominated, most of all, by the merely average.

With this much smoke being blown up everyone’s ass in sight, I had visions of a singer with the voice of Freddie Mercury melded with the undeniable charisma of classic Bowie — or at least something worthy of viral attention. Instead I was greeted by a dismal four-to-the-floor bass drum Eurosynth track, complete with cheesy synth stabs and out-of-focus chants a-la anything by Enigma in the early 90s. Worse, however, were the lyrics, which began: “It was good / it was sad / it was the best we ever had / before we live / before we die / there must be something worthwhile.”

The first commandment of “Hear! Hear!” — if you’re going to trash the average among us, you damned well better make sure you’re better than average. This song is not.

Even the video itself remains so out of focus it’s impossible to get any idea of what Ben Ivory thinks he can do for pop music beyond the insular walls of contests like Eurovision, which pander to “here today, gone tomorrow” tripe which rarely successfully crosses the pond in America’s direction. Sometimes the truth hurts, but average is as average does, and Ben Ivory’s done nothing with “Better Love” to make me think he’s capable of anything worth hearing.

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