You never know, I guess you just don’t know

We’ve been following electro-pop artist Primary 1 (aka Joe Flory) ever since his debut single ‘Hold Me Down’ dropped on Erol Alkan’s Phantasy Sound label in 2008. A show of his at Proud Galleries, also in 2008, supporting Ladyhawke and The Death Set, was one of our favourite performances that year.

Latterly singed to Atlantic, he’s been patiently developing his sound, seemingly waiting for the best moment to embark on the big push into the public’s consciousness. Releases have occurred along the way, notably a split 7″ with French duo The Shoes, a duet with Nina Persson of The Cardigans called ‘The Blues’, an odds and ends compilation called ‘Mess Detective’ and this summer’s hook filled juggernaut of a single ‘Princess’.

As we reach the end of 2010, P1 has finally announced details of his eagerly anticipated long-player (out in February 2011, or thereabouts) as well as a single to precede it, entitled ‘Never Know’ (out 29 November). On the evidence of this, it’s been well worth the wait. Fizzing with energy and colour (not least in the video itself), and containing one of the most infectious, memorable hooks we’ve heard in some time, we wouldn’t be surprised if this ends up being the soundtrack to next summer.

In any case, expect to see P1 on a big support tour / festival near you soon, as the campaign to get him into households begins in earnest.

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