To write a memorable song you need one fifth talent, one fifth skill and three fifths luck. To write a memorable album you need half talent and half skill. Being creative is both about having talent and skills. You need to have an idea of what to do, a concept to follow, but you also need the skills and talent to be able to execute the idea well enough to become successful. If you have the idea to make an action movie like no other action movie that pays tribute to all the genres which you loved when you grew up then you have the concept ready. The problem now is the execution of the concept. For a successful result you need both skills and talent and it is certainly no easy task to create something as refreshing and unique as Quentin Tarantino did with "Kill Bill".

Now this is music, you say? There is really no difference from movie making or any other arts, Pure Inc. do have interesting ideas, they have found the concept that could set them aside from everyone else. That concept is mixing classic hard rock with modern metal of various kinds. The concept is interesting, I do give them credit for that, but the final result is not quite what it has to be. Building songs is like completing a puzzle. Some pieces are really intrigueing while others are more or less there just for filling out space. A few pieces on their own can make sense but the point of it all is that the whole picture has to make sense in the end. Broken into pieces Pure Inc. do have things to offer but the whole picture has not been completed quite yet. Not bad at all but let's hope for more next time. They have the potential to grow as AFM probably have realized, although simply by their previous success I assume and not by actually analyzing the music.

written by Vincent Eldefors

Playing time: 41.01