I would say it's the elephant in the room, but it's been debated so much over the internet (and in person) that it's no longer an elephant. It is now a bee, because everyone loves to point out when there's a bee flying around the room. So this particular bee in the room is that this particular quintet, who hail part from Eastbourne and part from Ashford, were the band on that Lucozade advert, doing that cover of 'Buck Rogers', on skateboards I must add. Unsurprisingly, a lot of reviews of the album/band have focused on this particular fact, but that's only because for a band so young, there's little else to write about when doing (as I am now) a quick summary of the band up to now. Despite the original knee-jerk reaction of the internet to metaphorically pummel the band with everything it has, you can't blame the band for taking an opportunity that was presented to them. I mean, would they have even a quarter of the word count written about them if they had turned it down. Probably not, and instead we would be commenting on some other band who said yes when offered the chance of a lifetime. Music on adverts have launched and relaunched the careers of countless artists, and the case is the same with those bands as it is with The James Cleaver Quintet, if they hadn't taken the offer, someone else would have. Now, heading more towards an actual review, the band have previously been tour buddies with Eighties Matchbox B-Line Disaster and have written a satirical bio for their Last.fm page, which I can only hope is completely true.

There is one word you could describe this album with, and kids, that word is fun. There's no doubting that the band had a lot of fun recording their debut album That Was Then, This Is Now, but fun is not always enough. Watching fireworks is fun, but that doesn't mean I could stand them for 50 minutes, as inevitably there's going to be a lot of repetition, and I’m going to struggle to pay attention to every intricate detail over the timespan. But let's try and start with the positives, as there are some great moments on this album. 'Trading Waters', 'Eyes For Ears' and 'Lower Than A Bastard' offer the high points of the record, with their sound pushing through in abundance, but with just enough variance to stand out from the other 10 songs. 'Lower Than A Bastard' clocks in at over 8 minutes, but because the song isn't constantly repeating itself or having random and unexpected electronic or jazz breakdowns, it grows, develops and shows off what the the band is capable of if they show some artistic restraint. The reason I use the word restraint is that constantly throughout the record there are moments where the band, who clearly have a passion for a wide variety of music, have tried to squeeze in all their favourites genres. It is possible that the band were afraid of being criticised as samey, so they tried to stand out from the pack by doing a few things differently, but sometimes sounding the same can work in your favour. Just look at The Vaccines, who wrote a 35 minute song, passed if off as a full-length record, and have now supported Arctic Monkeys and are headlining Brixton Academy. I do have to applaud the band for trying to be different, as in a sea of bands who sound identical, it is a pleasant surprise to find a group of musicians who have interests outside their own genre, but I also can't pretend that it worked that well.

For some songs it's just a case they need to let them breathe. For example 'Chicken Shit (For The Soul)' and 'Think Or Swim' could be mistaken for the same song, as there is no clear transition between the songs, and they don't sound so distinctly different that you can tell that one song has ended and the other has started. There is some great guitar work throughout That Was Then, This Now, and the band clearly have some talented musicians, but it's just a case of taking a bit more time in preparing a full-length, as there is the nagging feeling that the album was rushed out to capitalise on their appearance on our televisions, but perhaps that is just cynicism. All I can do now is hope and pray that they really did meet at a Chris Eubank convention in Hull over a love of profiteroles.