New Music First!: Soft Toy Emergency
Soft Toy Emergency have been bubbling under our radar for a while. We first caught their frantic blend of pop, electro and indie at last year’s inaugural In The City festival in Manchester. Since then they’ve been relentlessly touring with the likes of Friendly Fires and Little Boots , as well as winning plaudits from tastemakers such as Steve Lamacq, Huw Stephens and the NME – who included their debut single ‘I Know U Want It’ as a Track of the Week .
The band have now signed to dance imprint All Around The World, home to the likes of N-Dubz & Cascada. The label has previously shown a successful knack of un-earthing mainstream talent, the platinum selling N-Dubz being a prime example. Released on November 16th ‘Critical’ is a storming, infectious floor filler that will instantly speak to pop fans, whilst simultaneously retaining enough edge to appeal to the indie crowd.
The band are currently on a headline tour up and down the UK before supporting fellow synth rock purveyors Hadouken! For more information head to their MySpace.
