In recent months, a curious thing has been happening in the world of music. Act after act are rejecting the perceived wisdom of digital marketing and going viral.
By Graeme Smith
Australia’s Wattmore are the most recent example that I’ve come across, following on from acts like Hartlepool’s Crescent Rise and America’s Knife Emoji in deliberately crafting music that will not play well on social media.
I get the sense that a growing number of people are getting fed up with being defined by social media algorithms and are choosing to be human. Wattmore’s new single, It’s Called Love…It’s Called The Blues, champions emotional weight and honesty over immediate catchiness, and is all the better for it.
A gritty groove greets the listener in the opening bars, slowly building atmosphere through an extended instrumental intro. When the vocals come in, they are the spoken word growl of Allan Caswell. His voice mirrors the likes of Leonard Cohen and Mark Lanegan in its character and weaves naturally into the melodically sung chorus.
Lyrically, the track tells the familiar tale of how love is not always smiles and sunshine. There’s a relatable realism to it that makes the story beautifully compelling. The raw simplicity of the instrumental matches their tone perfectly as the track unfolds slowly and inevitably over four minutes.
Wattmore consists of two brothers who prefer to make good music than to please PR companies. Though it makes my job harder, I respect it, and It’s Called Love… is certainly a track that speaks for itself.
Allan Caswell is an Australian songwriting legend who gets as much out of the collaboration as he puts into it. “They’re keeping me young, and I’m doing my best to lead them astray,” he jokes.
The three make a killer combo and It’s Called Love… is a blues track that simply purrs. It’s old school enough to feel classic while giving us enough modern edge to not feel outdated. It’s exactly what 2026 needed and injects a bit of diversity into a music scene that is becoming overly manufactured for content. I hope the reach for authenticity works for them. I’m excited to see what they give us next.
You can keep up to date with Wattmore by heading to their website, and by following them on Facebook, Instagram, TikTok, Spotify, and YouTube.
It’s Called Love… It’s Called The Blues is out now, and you can give it a listen below.
Supported by Musosoup #SustainableCurator
