Changing direction without losing the core of your audience is perhaps the most difficult thing to do in music (The Beatles and David Bowie notwithstanding). Another feat, which is tricky at best, is to turn out a techno/house record that will somehow be unique; even the Chemical Brothers last attempt was somewhat comprised of past efforts and previous formulas. Daniel Ash attempts to do both on his third solo self-titled album.
Being the one time Bauhaus guitarist, as well as Tones On Tail and Love and Rockets frontman, Daniel Ash has gain a large cult following. While commercial and mainstream success has eluded him in his various endeavors, with the exception of the 1989 moderate hit ‘So Alive’, Ash has continued to release cutting edge and quality recordings for well over twenty years, until now.
The latest self-produced outing was recorded in Dj Keoki’s studio (who apparently had a major influence on Ash). The transformation from Goth/Brit-pop to techno/electronic artist might have worked if not for the final Love and Rockets release, Lift, which this recording bears a resemblance to; the only differences being more utilization of guitar fills and the employment of female guest vocalists to sing lead. Even though the majority of this record has a Keoki vibe going on, two songs obviously give way to his influence, ‘Hollywood Fix’ and the high energy ‘Come Alive’. One of the rare moments where Ash’s signature guitar style is represented is on ‘Mastermind’. ‘Ghost Writer’ is another rarity, as it relies on Daniel Ash’s ability to craft a lyrically stylish tune. The artist attempts to resurrect the Atlantic Rhythm Section 1979 hit ‘Spooky’ however, he does little to make it own.
Although beautifully produced, the record falls short of expectations in substance from this gifted singer/songwriter and reduces the one time pioneer to another mere follower of current pop culture.