MILBURN
“What Will You Do (When the Money Goes)?”
These Are the Facts
(Sheffield 2007)
These are the facts:
- UK bands that really put the work into touring the USA gather crucial momentum that helps them survive the inevitable backlash from the UK media. Many go on to long and storied careers: Led Zeppelin, the Rolling Stones & U2 can start the list.
- Back in the day, pretty much any UK rock band with a profile in the NME or Melody Maker was assured a US album release, just so long as they’d commit to six weeks of touring. The 80s were a particularly good time for this. Not everyone worked as hard as U2, but we got The Smiths, The Cure & The Jam over here because they agreed to show up.
- That system started to break down in the late 90s. Few UK bands got that automatic release in the US, partly because American companies no longer thought a band that sold “only” 300,000 copies on the first album was worth the trouble.
Nowadays, there aren’t many commercial alternative radio stations in middle America and the kids won’t touch the kind of major label alt-rock that dominated the college radio charts back in the 80s. More and more rock bands on the UK charts never see a US release.
Which brings us to Milburn.
Milburn’s first two Mercury UK singles charted last year, but their album didn’t get a US release. No album release, no American tour.
Maybe Universal’s US companies heard Milburn’s Yorkshire accents and compared them to the Arctic Monkeys, whose first album hardly reached Maroon 5 heights over here.
Now Milburn has a new album and “What Will You Do?” is the first single.
I went to Sheffield in 2005 and produced their first Mercury single (watch the “Send in the Boys” video here), so I know the guys (Joe, Louis, Tom & Greeny) and how amazingly well they play.
“What Will You Do?” is deceptive; the melody sounds very English, like something John Barry would write for a James Bond theme, but Milburn hammers the track with a purposeful brutality few UK bands could pull off.
I don’t know which American radio format works for them; there’s a lyrical intelligence here that seems to rule out near-term rock or pop radio play. But put them on the road here and let them tour regularly for a couple of years and Milburn will deliver.
They’ve got the talent, they’ve already shown their commitment by touring endlessly since the day they signed to Mercury and they’re entertaining as hell when you meet them in person. This album will connect in Europe. If Universal’s paying attention, you’ll get a chance to hear it in America.




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