Yesterday’s award for “The Most Viral Thing From a Band No One’s Ever Heard of and Knows Nothing About” goes to London newcomers Vaults, who uploaded a perfectly produced, experimental electro-pop tune to their Soundcloud page that’s already racked up nearly 35,000 plays in under 24 hours.
Very little is known about Vaults, but “Cry No More” seems to have some serious backing behind it. It’s a beautiful song by every measure, destined for a good amount of radio play, recalling fellow Brit sensations like Florence And The Machine, Metric and the unstoppable train that is London Grammar. “Cry No More” sounds huge and cinematic, swelling at the seams with epic synth lines and our yet unnamed singer’s billowing, heart-string-pulling vocals, and eclipsing violins. It’s almost too good for a brand new band, and even the Londoners’ ability to land the Facebook.com/vaults and Twitter.com/vaults accounts makes me wonder if there isn’t some major label money behind all this.
Eventually the truth will come out, and we’ll see if the brass has some real shine.