As the late 90s pop boom that brought forth ‘Nsync and Britney Spears crested, an enterprising A&R person in England thought a band with the same kind of pop appeal who could play their own instruments might turn a quick buck or two.
BBMak fit that bill, and as snobish as I was about the bubblegum pop ilk, I was willing to give them a shake. My review of the band’s first album, Sooner or Later, dripped with damning praise, but I did go as far as compare them to Duran Duran. The second album, Into Your Head, didn’t fare as well.
Back then, I still wanted my rock music to be dark and evil, or at least melancholy. A number of tracks on Sooner or Later fulfilled the latter requirement, but Into Your Head was a different beast altogether.
After 16 years, enough time has passed to evaluate Into Your Head on its own terms, and honestly, it’s quite refreshing. Maybe I’m just more mellow in my dotage, but the sunniness of the album is more of an asset than an annoyance.
The band lays pretty heavy on the guitars, probably acknowledging that Linkin Park was becoming a thing. At the same time, they double down on the smooth harmonies and earnest lyrics.
My original reaction was to call it “generic”. I question that assessment now, or rather, I don’t remember the context which made me arrive at that conclusion. BBMak’s contemporaries were so forgettable, it’s tough to draw a meaningful comparison.
Listening to both albums after nearly 20 years, BBMak flexed more muscle on Into Your Head by going for a bigger, anthemic sound, and it works.
But the target market was moving on. The teens who buoyed the pop groups were starting college, and file sharing had decimated the mass market. In 2002, labels didn’t have the marketing leverage to bring BBMak to ‘Nsync levels. Heck, ‘Nsync itself had all but broken up by 2005.
BBMak announced it reunited in 2018, and I learned about it, oddly enough, from a retweet by Duran Duran’s official Twitter account. I must admit I’m looking forward to what the band produces next.