The story of how three South London boys became big in America almost overnight is almost too good to be true.
Their debut single, 'Days Go By' was picked up by a major car manufacturer and used in a US advertising campaign.
Suddenly, the track was on every TV channel and on every local radio station across America.
Record deal securely in hand, London club boys Paul Harris, Steve Smith and Ben Harris retreated to the studio to write and record an album.
The result is pleasant enough, although rather predictable and a bit bland at times. It's pop with a heavy dose of club influence, particularly from the indie/dance crossover music that was so popular in the early 90's.
This is a watered-down version of dance music. The addition of guitars and glass smooth production make it particularly palatable for the American market.
Like alcohol-free lager, it may quench the thirst, but it won't mess with the head.
Bands like the Happy Mondays worked the rock/dance formula with grit and attitude. The whole scene surrounding them was raw, edgy, and even perceived to be a bit dangerous.
That gave them real street cred and cool factor. However, the Americans just didn't get it, and the Mondays failed to make a lasting impression in the US charts. What Dirty Vegas have to offer is easy on the ears, and therefore is likely to give them some measure of success, at least for a while.
That's not to say the album is without good moments. The latest single, 'Ghosts', is a catchy, beautifully uplifting blend of pop and dance, and 'Alive' is a blissed-out rush of euphoria. Tracks like 'Lost Not Found', 'Throwing Shapes' and '7AM' take their cue directly from the dancefloor, but a funky bassline is about as adventurous as it gets.
The music is well suited for the pre-club bar, or Sunday afternoon chilling. It blends in well, and perhaps that is the problem - there is just nothing that leaps out and says, "this is Dirty Vegas." They certainly don't throw any reality check punch. The music is nice, but it could almost be Anyband.
Mainstream American radio is inoffensive, repetitious, and sales oriented. Dirty Vegas should slip into the playlist format easily. It's gentle listening for the post-clubbing generation, but it won't be included in their definition of dance music.
