The rad thing about The Black Keys is that they don’t take a lot of time promoting an album. Yeah, they’re superstars, and superstars play by their own rule book. But it’s been about two weeks since we heard “Turn Blue,” and now, with the video for “Fever” dropping, we’re reminded that on May 13, we’ll have our hands on the group’s latest album, Turn Blue.
That’s the good news.
The bad news is that, in this fan’s humble opinion, it’s hard to pinpoint the Keys’ traditional style on “Fever.” Compared to earlier releases like “I Got Mine” and “10 A.M. Automatic,” which were crash courses in rock ‘n’ roll simplicity, “Fever” seems overly produced.
The pool of complements that you can throw at The Black Keys, while genuine, isn’t super deep. They excel at a very particular genre of music and it’s one that without them would be almost completely forgotten in 2014. And yeah, after seven studio albums of consistent quality and style, it’s always important to keep things fresh. Sound evolves. That’s a part of music.
But let’s just hope that, between now and May 13, either “Fever” starts to grow on us or the rest of the puzzle pieces fall into place.