(Andy Synn says the new self-titled album from Black Birch is one you need to hear)

Just recently I was chatting online with a bunch of Metal musicians – all far more famous and prominent in the scene than me – about how difficult it’s become, in an age of constant information overload and what seems like an ever-decreasing attention span, to make your band stand out.

Sure, I’ve seen and read all the well-meaning advice about jumping on the latest social media trends, optimising your “content” for platforms like TikTok and Instagram, and so on, but all of it seems so forced and performative and, let’s face it, has less to do with the actual music and is more about turning your band into a “brand”.

Still, there are ways to grab your audience’s attention that don’t involve doing silly dances or otherwise acting like a validation-hungry jackass… and getting yourself some eye-catching artwork is one guaranteed way of getting me to check out your album, at the very least.

And when said artwork (created by Black Birch vocalist/guitarist Gina Wiklund, in this particular case) is accompanied by some absolutely electrifying Black Metal?

Well, then you’ve really got my attention. Continue reading »