From the inlay notes: ”Making this record has given us another chance to explore our musical passion and eclecticism, while continuing to learn about our own identity and philosophies.”
It’s been a long time coming but CHIEF finally return with the follow-up to 2007’s barnstorming ‘Provocation Of The Nation’. The band’s own description of ‘Apply Within’ is likely to tell you as much as any review will. This is a record that features elements established previously alongside a new, inventive direction.
Firstly, let’s tackle the established, and the establishment. The core identity that introduced Chief continues as the backbone of the band. Melodic hardcore, down on inequality, up on positivism, remains the ethos of the band. Urgent, thick drumming, buzzsaw guitars, dooming basslines, darting breakdowns, and spitting vocals make up a good portion of the record. Rousing lyrics challenge social topics along the lines of politics, religion, and war, whilst supporting constructive social welfare viewpoints. It’s well thought-out content that steers clear of preaching rhetoric, favouring a more, well, academic feel.
But this is not just ‘Provocation…’ Part Two. This time around the band is willing to step away from the blueprint for an assorted approach. The album’s first encounter of such is ‘In The Name Of Life’, a track that includes a hip-hop redirection that can be looked at in two ways. Firstly, is it the sound of the band trying out new styles? Or, on a track that lyrically concentrates on pro-choice and women’s rights, is it a band subtly questioning what is often a misogynistic genre? The other most noticeable direction change is the introduction of ska elements. ‘A Place To Go’ is heavily Capdown influenced, with the opening more than recalling ‘Bitches And Nike Shoes’.
‘Apply Within’ does indeed play out like an exploration of musical eclecticism. However, it’s not always successful. Coming across in parts as a record in search of an identity, the immediacy of ‘Provocation Of The Nation’ is absent, making this a record that takes some time to come to terms with. That’s not to say it’s lacking in bite, anything but. Lyrically this is an extremely sharp offering. It’s also a well-constructed specimen that gets you thinking. Immediacy isn’t everything, something this album proves. It also shows that Chief isn’t resting on any laurels. Now that is surely a good thing.
ALEX HAMBLETON