So it stands to reason that an evening devoted to such emotionally resonant, melodramatic anthems would be successful. But why here? Why now? This article includes content provided by Spotify. We ask for your permission before anything is loaded, as they may be using cookies and other technologies.
To view this content, click 'Allow and continue'. Reading on mobile? It's bringing people together. There's a really strange, slightly religious element to it. You see people belting out songs at the top of their lungs because they're not allowed to anywhere else.
It's communal regression therapy meets church, and it's totally cathartic. I find it absolutely extraordinary. The maelstrom of emotion is very affecting. In a secular world, they have brought back the element of communal worship.
They don't just stand behind their decks, they frequently go to the front of the stage with inflatable guitars and microphones to strike ridiculous poses and whip the crowd into a frenzy.
They all have the gift of the gab and an ear for the OTT soundbite, prone to claiming their tracks are "more important than any form of organised religion, the cure for cancer and the meaning of life". The event started in a pub near the Electric Ballroom; soon, they were selling out venues four times that size.
To begin with, they were glorified wedding DJs. Click here to watch the video of You're the Voice. It was when they started getting swept along by the histrionics that are an essential component of the power ballad that their reputation grew. What happens is, we get pissed and do air guitar and air drums. We're all failed musicians, so this is us living out our dreams. They even managed to convert hordes of hardened heavy-metallers at Download when they DJed an Ultimate Power set there.
It might have started as a wheeze, but they have taken it a long way, even if it has yet to reach its tipping point. They agree that preposterous majesty is the key to it all, but not irony. It's playful — we're not po-faced and serious — but we love these songs, genuinely. They're all surprised by how young the audience is, using terms such as "osmosis" and "cultural permeation" to explain how the music seems to have seeped into the consciousness of these twentysomethings.
He smiles at the way the cool kids turn up to Ultimate Power with cynically folded arms, only to be seduced by the grandiose glory of it all. Flash says: "A lot of the people who come weren't even born when these songs were around, but they're written into the collective DNA because they're so ubiquitous. Or they might vaguely remember listening to Total Eclipse of the Heart in their dad's car on the way to school.
It's fascinating. The ticket holder voluntarily assumes all risks and danger incidental to the event for which the ticket is issued, whether occurring prior, during or after the event.
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