Pleasure achieves everything it attempts to do, and could be no better. A bold opening statement, sure, but one that is pretty much correct. Pure X never attempt to do anything else but create chilled out shoegazing indie rock, and they do it perfectly. Each song never out-steps it's boundaries, and all hit a level of quality that never falls below enjoyable. Pleasure is an experience of intense contentment. Everything sounds as it should and there are no elements that will jolt the listener out of a happy blissed state.

Musically, it's all very simple. Lazy guitars play reverb-laden chords, vocals drift over the pleasant distortion, and the drums happily plod along underneath. It's difficult to point to a strong point in any of these songs, because it all works so well together. The bass lines are possibly a strength, rarely contented with simplicity, but rather regaling us with little melodies underneath it all. However no instrument ever has a real need to do anything to distinguish itself. All parts of the music exist in harmony, and the album is better for it. In comparison it's possible to point to bands like The XX who produced a different but similar work of understated musical loveliness. While Pure X are never quite as dissonant, there are also elements of excellent post-indie band Women in here, so it's certainly nice to see somebody else following their lead.

Pleasure's weakness stems from this contented lack of ambition. Each song on the album is pretty much indistinguishable from the next and it's difficult to point to real highlights. Part of this is because it's all so very good, but also it's because Pure X never really try anything that remotely stretches their capabilities. In part this is fine, Pleasure feels comfortable and is very strong for it. However, it never pushes past that point as if it can't break through the glass ceiling that separates it from a classic record. It's difficult to know if Pure X could have made such a record, but it couldn't have hurt to see them try a little harder.

That quibble possibly prevents Pure X from ever really reaching the larger audience they could possibly attract with this music. There are good songs, but none that really are eye catching enough to drag in a mildly interested listener who doesn't want to spend their time listening to the whole thing. But never mind, because for those who do bother, Pleasure is a great little record. It seeps into your consciousness without you ever quite realising, and before long you'll find yourself listening to it again and again. It's also difficult to think that this is all we're going to see from Pure X. If the band were only to be a little more ambitious they could great a classic record. For now, this will be just fine.