ainheeky comes in with a crash on ‘Hard Sell’. The Brazilian artist’s latest and second release is a sure shot piece of rock and roll music that’s as full blooded as it gets. With a power packed arrangement that doesn’t leave room for gaps or silence, it really excels in its exuberance and sheer loudness. ainheeky’s vocal performance, a slightly whiny still reminiscent of punk rock and pop punk groups from the early 00s definitely does inspire moments of nostalgia in fans of that sound. Yet, the larger sound is far more closer to an 80s rock tune, inspired by these more power packed arrangements alongside jangling guitars and rousing vocals.
Recorded and released after the artist went through a close call with his own mortality, ‘Hard Sell’ is a triumphant release if nothing else. Coming from someone who describes himself as a Seinfeld song-writer, ie the kind who enjoys and prefers writing about the little nothings of life itself, ‘Hard Sell’ is a compelling ride even if might not be something too deep thematically.