As Blur once confidently proclaimed ‘Modern Life Is Rubbish’. And yet, for all their laddish bravado, they never quite explained why. Enter Simple Kid aka Kieran McFeely, who, in five minutes and 38 seconds manages to encapsulate the nagging frustrations, sputtering hopelessness and eternal, internal struggles that so often define this modern experience. An earnest, matter-of-fact, autobiographical account of a man confused, this is as essential, compelling and universally poignant a song as I’ve heard in the last decade. You’ll probably recognise his song off that ad, but having hung up his guitar earlier this year, it should be ‘Serotonin’ for which Simple Kid is best remembered.
“It all boils down to how the chemicals flow to your soul…”