Although their facebook page mentions 'Soon ain't doom', I think this album will make a lot of doomed heads turn into their direction. But yeah, perhaps that tag is too easy. Sure, this album is loaded with distorted guitars and slow but dynamic drums. Yet, these guys come from the indie scene, and that is clearly noticable, mainly in the melodic aspects of this album. The vocals sound like a blend of indie rock and shoegaze, which works quite well.
Opener 'We Are On Your Side' is a brilliant piece of work, let's just call that 'doomgaze', shall we? It's a melodic but monolithic song, and one with a relieving message too. Gruadually however, I feel more psychedelic rock influences shining through. At one point in 'Burning Would' I imagined Tom Yorke providing vocals on an Electric Wizard track. I'm not sure if that's a compliment, but you get the idea.
The album continues to surprise, because behind those distorted guitars, there seems to be a whole range of influences, from post rock to heavy metal. 'Mauveine', for example, suddenly turns the whole into an old folk atmosphere. I can imagine this song being played around a campfire, a bit like the Therapy?'s version of 'Diane' perhaps. Again, I'm not sure if that is a compliment, but I really like both songs. Furthermore, it proves that there's a lot of talent in this band.
Certainly as far as songwriting is concerned, and perhaps that is where Soon distinct themselves from many other doom metal bands. While they focus on a sound as heavy as possible, Soon merely seems to function the song. Maybe it's good that I didn't know The Love Language before because now Soon feels like one of those mysterious but awe-inspiring bands like Master Musicians Of Bukkake. And that definitely is a compliment.
Now, Soon, I know you don't want to be seen as a doom metal band, but you better get used to seeing a lot of doom fans with hooded sweaters in front of your stages. With songs like 'Datura Stramonium' and the droning closer 'Rise', those people will come in flocks, worshiping the massively immersive riffs you have created. Perhaps it's your own fault for making such a stunning album, but now, you're one of us...