PRODUCT

Brand X is a British progressive rock band that was founded in London in 1975. Brand X was a jazz fusion band that was active between 1975 and 1980 and that had a hiatus from 1980 to 1992. The band was disbanded in 1999 and was reformed in 2016. Brand X was initially formed in 1974 by Percy Jones (bass), John Goodsall (guitar), Robin Lumley (keyboards), and Phil Collins (drums), though Pete Bonas (guitar) and John Dillon (drums) were also early members, due in part to Collins' commitments with Genesis. Brand X has been through many different formations, even featuring varying personnel on individual albums, with Goodsall being the sole constant and Jones a steady member until 2020, though he shared bass duties with John Giblin at times. Another important band's member was Morris Pert.

Brand X released their debut studio album "Unorthodox Behaviour" in 1976. Their debut live album "Livestock" and their second studio album "Moroccan Roll" were both released in 1977. Their third studio album "Masques" was released in 1978. The subject of this my review, which is their fourth studio album "Product", was released in 1979.

So, "Product" is the fourth studio album of Brand X and that was released in 1979. The line up on the album is John Goodsall (vocals and guitar), Robin Lumley (keyboards and sounds), Peter Robinson (vocals, keyboards and sounds), John Giblin (bass), Percy Jones (bass), Phil Collins (vocals, drums, percussion and Roland drum machine), Michael Clark (drums) and Morris Pert (percussion).

"Product" is probably Brand X's most eclectic album to date. The range of styles presented here, hard and soft fusion, pop and progressive rock, results from the now interchangeable nature of the Brand X's line up, which, in addition to the returning of Collins and Lumley, is expanded to include Giblin and Clarke. Chuck Burgi had left after "Masques". Its rousing atmosphere clearly speaks for this "product", even if its content deserves the description of being more "bass-heavy prog" rather than "jazz rock". The album shows in a playful, non-binding, but nevertheless very clear way how a lot of things in the prog scene of the time sounded in those years, a difficult time to prog music. Although Brand X by no means reaches their intellectual level here, I still like "Product". But, it's not "Unorthodox Behaviour", "Moroccan Roll" or "Masques". Anyway, even the occasional banality can be fun if the musicians' fun is transferred to the listener, and that's clear here the case. All this made that "Product" is the most accessible album of their first four studio works.

The opener "Don't Make Waves" is a rock song that spreads a certain Genesis' atmosphere, especially through vocals and drums. They never sounded so like Genesis as on this song. It sounds like prog/pop/jazz rock. "Dance Of The Illegal Aliens" has the familiar Brand X's sound. A wonderful bass line is accompanied by keyboards and guitar that plays relaxed music. The song is a reminiscent of Weather Report. With "Soho" the confusion of the jazz rock purists stirs again. This is a lively Collins pop song where Phil sings again. This is more pop than we have ever heard from Brand X. "Not Good Enough-See Me!" is a return to the jazz rock style. It's a very complex track with a multi-layered instrumentation and a great bass work. This is perhaps the most challenging piece on this album. "Algon (Where An Ordinary Cup Of Drinking Chocolate Costs £8.000.000.000)" represents Brand X's fusion rock at its best. It's more cumbersome than the previous number. It's complex and eerily percussive, never forgetting the melodic line. "Rhesus Perplexus" is another close piece to jazz, but a very easy going version of it. Here, we can expect a beautifully jazzy gem dominated by the acoustic guitar, cool bass lines and some sparkling piano cascades. In "Wal To Wal" Jones and Giblin deliver a double bass parade, but unfortunately the piece is somewhat monotonously structured, among other things due to the boring percussion that spoils the bass enjoyment a bit. "...And So To F..." is certainly one of the most rounded pieces from Brand X. The band plays as if from a single mould. The piece experiences an almost unbearable climax and it's one of the perfect live favourites of the band. The album ends wonderfully relaxed with the short closing track "April". It's a beautiful melodic piece with warm bass sounds followed by synthesizer blankets and nature sounds.

Conclusion: As I alluded above, it's true this album isn't "Unorthodox Behavior", "Moroccan Roll" or "Masques", but it does have some great Brand X's music. Brand X followed many bands of that time in simplifying of their sound and becoming more commercial. Genesis would follow that path as well, but they were much more successful than the jazz rockers, as we know too. Nevertheless, "Product" is fun and still doesn't sound very dusty today. Once again it shows us that the band clearly has talent to spare. I think this album is a small milestone in the prog land. The album gives you an insight into a very own style of music and winks as it invites the listener to jazz/rock/pop/prog/swing. So, all in all, "Product" is a very good album with that trademark of the progressive infused jazz fusion that Brand X is renowned for.

Prog is my Ferrari. Jem Godfrey (Frost*)

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