Holograms are a band blighted by short time bad timing. On the eve of a recent London show, that Tupac moment at Coachella happened. Any promotion via social media channels must surely have been wiped out by a flurry of other topical Twitter jokes within seconds. And without looking, you can half-expect that just Google searching “Holograms band” will return a plethora of mocked-up festival posters.
But hopefully they’ll manage to wrangle the publicity they deserve, as this new track truly warrants it. ‘Chasing My Mind’ is probably the most listener-friendly output you’ll likely get from the Swedish electro-punks, with the synth line riding a crescent well above the somewhat muted, yet still rough and raw, guitars. Nevertheless there’s still this sonic juxtaposition between these two contrasting elements – the vibrating electronics and echoing and snarling vocals – that made their first track ‘ABC City’ so instantly compelling.
‘Chasing My Mind’ is taken from the band’s forthcoming full-length, to be released on 10 July via Captured Tracks (home of Wild Nothing, DIIV, Blouse et al).