With Millennials, The Snuts have taken a daring step forward. Released on February 23, 2024, their third album sees the West Lothian quartet move beyond the politically charged anthems of Burn the Empire (2022) and into a more intimate, reflective space. Trading scathing social critiques for themes of love, youth, and self-doubt, this record captures the zeitgeist of a generation navigating the tension between idealism and reality.
Despite this tonal shift, Millennials doesn’t abandon the band’s knack for catchy hooks and festival-ready energy. Launching at No. 2 on the UK Albums Chart, it’s a triumph for The Snuts’ independent label, Happy Artist Records, and proof that the band’s evolution hasn’t alienated their fiercely loyal fan base.
Gloria and Beyond: Setting the Scene
From the opening bars of “Gloria,” it’s clear that Millennials is meant to be a crowd-pleaser. Released as the album’s lead single, the song is a breezy anthem that pairs jangly guitars with a euphoric chorus. Front-man Jack Cochrane sings of finding love in the mundane, turning an encounter at Tesco into a Shakespearean tale for the everyday: “Dancing with the stars, love twinkled in the aisle.”
It’s a joyous start that sets the tone for an album steeped in youthful nostalgia and introspection. But while “Gloria” revels in the beauty of the ordinary, other tracks dig deeper into the struggles and contradictions of modern life.
A Mirror to the Millennial Experience
The Snuts have described Millennials as a record about “big boiling points in life.” Nowhere is this more evident than in “NPC” and “Deep Diving,” two standout tracks that confront the anxieties of the digital age.
On “NPC,” Cochrane critiques the numbing effects of consumerism and technology, singing, “This happy meal reality is absolutely killing me.” The song’s Fatboy Slim-esque production, complete with driving beats and wry lyricism, captures the suffocating monotony of life spent scrolling, binge-watching, and searching for meaning in algorithms.
Meanwhile, “Deep Diving” addresses the pain of masking insecurities. With its moody keyboard riff and haunting bassline, it’s one of the album’s most emotionally raw moments. Cochrane admits, “I paper over cracks all the time,” offering a glimpse into the quiet battles that many listeners will find all too familiar.
A Love Letter to Love Itself
If Burn the Empire was about fighting the system, Millennials is about finding solace in connection. Tracks like “Millionaires” and “Dreams” celebrate love not as a grandiose ideal but as a grounding force in a chaotic world.
On “Millionaires,” Cochrane paints a whimsical picture of winning the lottery and escaping the rat race with a loved one, complete with singalong-worthy “woah-oh-oh” refrains. It’s simple, romantic, and undeniably charming.
Similarly, “Dreams” leans into escapism, imagining a life closer to heaven—and late-night snacks at 7-Eleven. Its airy production and infectious rhythm make it an easy listen, even as its lyrics wrestle with yearning for something just out of reach.
Energetic Highs and Thoughtful Lows
One of Millennials’ greatest strengths is its ability to shift between jubilant anthems and quieter, more introspective moments.
Tracks like “Novastar” bring a buoyant energy to the record. With its raucous guitars and lyrics about rushing to the pub for the 3 o’clock kick-off, it’s a celebration of life’s simple pleasures. In contrast, “Circles” provides a reflective close to the album, pulling back the instrumentation and adding a lush string section for maximum emotional impact.
While the album’s highs are undeniable, there are moments where its lighter tracks risk feeling formulaic. Songs like “Yoyo” and “Butterside Down” fall into a familiar indie-pop mould, their catchy melodies sometimes lacking the depth found elsewhere on the record.
A New Chapter for The Snuts
Part of what makes Millennials feel so fresh is its context. As The Snuts’ first release on their independent label, it marks a departure from the constraints of major-label expectations. This newfound freedom seems to have encouraged the band to lean into the personal, crafting songs that reflect not only their own experiences but the broader struggles of their generation.
Cochrane has spoken about this shift, noting that the album emerged from the question, “What emotions have we forgotten to put into our music?” The answer lies in Millennials’ ability to balance optimism with realism, delivering tracks that resonate on a deeply human level.
The Front Row Verdict
With Millennials, The Snuts have delivered an album that feels both timely and timeless. It’s a record that speaks to the millennial condition—the highs of love, the lows of anxiety, and the in-between moments that define our days.
Though not every track breaks new ground, the album’s cohesion and emotional resonance make it a standout. From the summery bliss of “Gloria” to the haunting introspection of “Deep Diving” and the triumphant close of “Circles,” Millennials proves that The Snuts are more than capable of evolving while staying true to their roots.
This is a band at the peak of their powers, unafraid to experiment but wise enough to know what works. Whether you’re a long-time fan or a newcomer, Millennials is a record worth your time.
Stay tuned for more in our Albums of the Year 2024 series, only on The Front Row.
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