The new video from Hull fourpiece Fronteers nestles them in comfortably alongside 2015’s other breakout Britrock enthusiasts Circa Waves, Pretty Vicious and Blossoms.
Youthfulness aside, there’s a common bond that links all of those bands, stemming from a desire to be big – on radio, in the charts, selling out sizable venues and playing the major label game. Fat White Family it’s not, but if it worked for Wolf Alice then why the hell shouldn’t they go down that route?
On ‘It’s Up To Me Now’, Fronteers’ songwriting is svelte and professional, with the chorus – a La’s-like lament about not knowing what to do with your life – dropping within a radio-friendly 30 seconds. The video, meanwhile, takes its cue straight from indie’s last glory period, or more specially The Libertines’ ‘Time For Heroes’ and practically all of Arctic Monkeys’ filmic output from the mid-00’s.
Watch the premiere here: