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SARA BERG - WHEN I WAS A YOUNG CHILD I USED TO FEEL PLEASURE FROM PLAYING WITH OTHERS

" Sara Berg delivering bland Emo pop that fails to fire the imagination."

review by Mike Bond
reviews
TRACKLISTING
Last Time My Anger Crawl Back From Under Young Child This Can't Be Desire Demons I Had To Trace Out Of My League Call Me From Below Not Alone Babies & Beautiful Things Hold On Closer To Home
Its perhaps a bad sign when you're listening to a record and the singer sounds as bored with the whole thing as you do. Its this feeling that unfortunately permeates WHEN I WAS A YOUNG CHILD I USED TO FEEL PLEASURE FROM PLAYING WITH OTHERS, the second album from Swedish chanteuse Sara Berg. Residing in an uneasy middle ground between cheesy techno, coffee table pop ala Dido and the more avant garde, this is a record that struggles to hold your attention, Sara Berg never quite selling the songs or drawing you into her world. The likes of LAST TIME MY ANGER and THIS CAN'T BE DESIRE bear certain similarities to the off kilter electronica of The Knife, but the effect is offset by a leaning towards unimaginative Euro techno; a kind of unappealing Two Unlimited by way of Dido crossover effect that fails to convince. Likewise songs like DEMONS, NOT ALONE and title track WHEN I WAS A YOUNG CHILD I USED TO FEEL PLEASURE FROM PLAYING WITH OTHERS, are dull sounding efforts that feel derivative and tired, Sara Berg lacking the spark or personality to shine. The record does have the odd moment to recommend it though, CRAWL BACK FROM UNDER highlights a voice that can rise to the occasion, Sara Berg veering between a subdued croon and robotic warble, those Knife comparisons rearing their head once again. CALL ME FROM BELOW is another more impressive moment, a song that again plays to Berg's strengths, a song that allows her more distinctive and compelling side to shine through; a side that leaves you hungry for more. Ultimately though, WHEN I WAS A YOUNG CHILD I USED TO FEEL PLEASURE FROM PLAYING WITH OTHERS is a record that more often than not falls into dull, derivative territory, Sara Berg delivering bland Emo pop that fails to fire the imagination.
BIOGRAPHY
"This is an album about dignity. Having, losing, and struggling to regain dignity. It's hard than you might expect to live as you please." Sara Berg Sara Berg creates emotional electronic music; dramatic, cool pop with depth, all wrapped around a captivating voice. From the release of her debut album "Say Hello To The Naked Lady" (2004) Berg has been focussing on the development of her label Gaymonkey Records, which has grown to produce artists such as the critically acclaimed Ebb and internationally renowned Melnyk. Berg's second album, "When I Was A Young Child I Used To Feel Pleasure From Playing With Others" is released in Sweden on 19th April. "When I Was A Young Child ..." Is an LP comprised of confident electropop, where Berg's voice and heavenly melodies are intertwined with beats honed from well worn dance floors. Produced by Berg along with labelmate Ebb, the album is cleaner, darker and more pop oriented than her first effort. A sound that can be defined simply as "emotronica. Berg describes the new collection of tracks as a concept album, which evolved over the past few years as she explored the paths of success and failure. Notions of dignity and integrity = how far one is willing to go to achieve their goals and what price they are prepared to pay - are evident throughout each track's poetic lyrics. "Crawl Back From Under" - the first single to be taken from the album (12 March - download only) is anthemic of these concepts. It tells the story of a man who refuses to give up, believing salvation to be just around the corner - if only he had one more chance to prove himself. Downtempo, but with a hint of delicious disco, this is postmodern pop at its best. Alongside working on her new material, Berg has le t her midas touch to others. She wrote "Fabulous" for Melnyk's debut "Silence" - which caused a commotion in clubs on both sides of the Atlantic - and toured with him across Sweden and the UK. She also directed videos for both Melnyk and Ebb - including the stunning animate "I'm All Made of Music" - voted one of the top videos of 2006. Sara Berg started Gaymonkey to build a home for creativity and integrity, and of course to release amazing electronic pop music - her own and others. In a time when the major music industry players are struggling to survive - concerned more with selling ringtones and spending endless boardroom hours trying to figure out what this MySpace thing is - the independent labels are thriving and increasing audiences. Audiences who put substance over muscle, sincerity over profit, and stand firm in their respect for creative integrity. Sara Berg is a great example of a fact well known - integrity is the new black.
LINKS Sara Berg>http://www.saraberg.net/

Review date: October 2007