In April of 2013, Fight Like Apes started a Fund-It campaign for their then upcoming third album. The asking price from fans was a total of €20,000, with a varying array of prizes in return for the funder, depending on what they were willing to donate. €10 would give the fan a signed CD copy of the album, while at the other end of the scale, €5000 would award the funder in question “Guestlist for life for regular gigs, Guestlist for any festivals Fight like Apes are playing for life. USB bundle of all demos and songs ever recorded.” etc.
Not surprisingly, as with practically any artistic endevour via Fund-It, Kickstarter or their ilk, the criticism came thick and fast, with many questioning the high asking price 20 grand. Of course, any reasonable person would argue that if this is what FLApes are asking for, and if their fans are willing to support and trust them that this will be money well spent, then where’s the harm? Besides, €10 for a signed copy of a brand new CD release is a bargain no matter what way you look at it.
I’m still not sure why the album took a further 2 years to actually get a release, but more the important question would be is it any good? Well, quite frankly it’s head and shoulders above the first 2 Apes records, and is easily their best work to date. They’ve moved forward artistically without losing themselves or alienating their audience. It sounds very much like Fight Like Apes: indie-pop with synthesizers and keyboards substituted for guitars. This time around though, the drums and bass both sound less brash and more polished. The music has an overall escalated pop sheen across the album, making it their most accessible record as well as their best one. From the pure, unadulterated pop of Pop Itch to the excellent lead single Pretty Keen On Centrefolds to the fruit-machine-like synths of Baywatch Nights, the LP maintains its wonderful, uplifting momentum for its 41 minute duration. The 501 backers of Fight Like Apes album Fund-It campaign should most definitely feel a sense of satisfaction, having supported a band turning out a work as solid as this one.