Western Michigan University Herald, January 25, 1978

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Western Michigan Univ. Herald

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My Aim Is True

Elvis Costello

Kevin McHugh

Elvis Costello. Now here's a man with a task. His first album is a moderate success. He has challenged the assumptions and superficial standards of modern pop (if there are indeed such essentials) by plowing his way across the states in a purely arcane fashion.

Costello isn't just another spoke in the assembly-line product of punk rock hype. He is "new wave." Many new wave bands — Television, Talking Heads, the Jam, and others — play good music and have equitable messages. Just as folk rock or art rock, etc., have had their dole of both the abominable and the ingenious, so does New Wave.

Now, more than ever, an artist must grow within the market. While an adherent to the punk bloc, Costello may remain, at least to the public as merely another inane pop personality — a has-been formerly a could-have-been. In this light, it is doubtful that he could adapt to the general market. He wouldn't; he's too off-angled to be palatable for the masses.

But hope exists for this 23-year-old bloke. The press, surprisingly, has been very generous to Costello. Even Time magazine, which reports the perils of rock infrequently, has examined him. Much of the coverage, however, focuses on his sartorical tastes, which include plastic rimmed glasses, wool sports jackets, and high water pants rolled into cuffs.

His musical tastes, refined yet tempered with anger, are not so easily disclosed. My Aim Is True, Costello's American debut, is scattered with detached urgency. He is emotional but still sketchy and unrevealing.

"Welcome to the Working Week," a short stout tune, instantly sounds like Bruce Springsteen (where is he now, anyways?). Here we learn that Elvis stands — although pigeon toed — a step ahead of the hype. Many snap comparisons can be made. His sound is dated with the kind of stuff that sold millions for the McCoys, Eric Burdon, and Tommy James.

All one can really gather is that Elvis is competent to stand trial before his audience, and regardless of the confusing links that keep the listener off guard, he donates some good material backed by smooth production. No potential pop star would forget to inject some modern myths into his lyrics. And for footwear abusers, he follows up the classic "Blue Suede Shoes" on "The Angels Wanna Wear My Red Shoes."

Elvis is here. But, as the record sleeve suggests, is Elvis King?

Not this one.

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The Western Herald, January 25, 1978


Kevin McHugh reviews My Aim Is True.

Images

1978-01-25 Western Michigan University Herald page 12 clipping 01.jpg
Clipping.

Page scan.
1978-01-25 Western Michigan University Herald page 12.jpg

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