England’s EMF Puts Emphasis On Attitude

Band: EMF.

Personnel: James Atkin, vocals; Mark Decloedt, drums; Zac Foley, bass; Derry Brownson, keyboards; Ian Dench, guitar.

History: Hailing from England’s Forest of Dean, Atkin, Decloedt, Foley and Brownson--all now in their early 20s--met in school, played in various groups and met Dench at a local battle of the bands contest. In 1989 the fivesome, using Brownson’s clothing shop as a base, formed EMF--E for Ecstasy, the hallucinogenic drug associated with the acid-house music movement, MF for an unprintable epithet. Soon they came under the wing of ex-UK/DK singer Abbo and his partner who took over the band’s management and orchestrated negotiations with major British record labels. Appropriately, the similarly initialed EMI signed the group, which went on to open British tours of L.A. rappers the Boo-Yaa T.R.I.B.E. and British acid-houser Adamski. One single (“Unbelievable”) was all it took to crack the British pop charts’ Top 5 and launch a headlining British “Deanage Rampage” tour. The song crossed the Atlantic, becoming a U.S. alternative hit. A second single (“I Believe”) has recently been released in England, and a debut album is due in May.

Sound: They’ve been called everything from “the Sex Pistols of indie dance crossover” (by Melody Maker) to “New Kids With Attitude” (NME). Put the emphasis on attitude --it’s a good bet the other New Kids will never have a song remixed by Jim (Foetus) Thirwell. EMF has, as well as by hip-hop pioneer Afrika Bambaataa, who did remixes for “Unbelievable,” one of the most bracing singles of the year so far. That song is on par with highlights from Jesus Jones, Charlatans U.K. and Pop Will Eat Itself, helping the heady British hip-hop-rock sound move beyond the fad stage and into a real international force. Just as boisterous is “EMF,” a blustery theme song found on the EP that includes the “Unbelievable” remixes. If EMF can keep it up for a whole album, it will be one of the year’s top newcomers.

Show: Tonight at the Whisky.