Having released a successful self-titled EP in July 2002 and the acclaimed
Rocknroll EP the following summer,
Pretend You're Alive functions as both Lovedrug's debut emergence on indie label The Militia Group as well as their first stab at working with an LP-sized time allotment. The opportunity to take in these thirteen tracks reveals that the copper-colored spook etched into the cover is no coincidence, nor is it a piece of shiny, purportless artwork. True to its title, there are ghosts climbing up through the framework of
Pretend You're Alive, breathing an eerie yet graceful quality into many of the album's songs. Exceptionally effective is Lovedrug's ability to present these rather downbeat, claustrophobic narratives in a way that uplifts rather than discourages. The lyrics may be cryptic at times, but they still harbor the powerful aptitude to resonate in unexpected and subtle ways. Alternating between towering ballads and fierce rockers, these songs pull off the modern rock and Britpop stylings without a hitch. "Blackout," possibly the album's stand-out number, provides a rather violent and unflinching chronicle to match the track's intense musical design:
And when he's punching her skull on the bathroom floor
Does it get him off to know that sometimes we all blackout?
Its resulting culmination into celestial words of reassurance is striking and surprisingly effective. "Spiders," upheld by an acoustic introduction before billowing into waves of delicately increasing grandeur, establishes itself as a tune just as exquisite. Thanks to their expressive lyrics, many of the songs on Pretend You're Alive are very conducive in painting visuals to accompany the music. Angels with Enemies" resides in an overcast autumn evening, enveloped by phantoms and memories waiting on the breeze. However, because of those previously mentioned enigmatic lyrics, each listener's experience is sure to be entirely unique. The album's title cut is a transcendent ballad about growing up and putting past relationships to rest, "The Monster" is a mysterious ode to living one's life petrified about what's 'round that corner and "Pandamoranda" is an absolutely brutal straight ahead declaration. "It Won't Last," a driving anthem that warns time is a man with a blade in his hand, and "Radiology," a compelling commentary on life's lessons learned, further illustrate the depth and talent flooding this project. Closing the album is "Paper Scars," a gentle minute-long number that feels like it's suspended in air. The fact that Pretend You're Alive is The Militia Group's fastest selling release to date is reassuring. Track down this superb offering and behold the allure of Lovedrug.
