The Saturdays. The shining stars of 2008/2009. Launched off a Girls Aloud tour support slot, they shot into the public consciousness and the charts. Their debut album spawned a raft of sparkly pop gems and now they're back with the lead single from their second album.
Now, i admit, the first time i heard this i thought Forever Is Over was poor. Really poor. It sounded overly generic and lacking of that fun brilliance that made the likes of Up and If This Is Love so brilliant. It sounded tired, overly glossy and didn't really seem to go anywhere.
But listening to it a few more times, it slowly began to grow on me, and hearing it in the context of the Wordshaker album as a whole, it finally clicked.
As much as the track is by no means amazing or representative of the Saturdays' finest moments, there is also a lot to like here. There's a guitary middle-eight bit twinned with a passionate cry of 'cos you love my life!' that is quite amazing indeed. The dreamy synth intro is also lovely and there's a driving quality to the track that in combination with its innate catchiness delivers a song which is at the least, enjoyable.
And that's the essence of The Saturdays really isn't it? Enjoyment. They're rather brilliant at what they do, well-produced, good quality pop music that makes you feel good. While there might be a whole host of elements to them that loses them points in my mind (over-zealous marketing campaigns being the prime one), the world of music would be a far less shiny place without them. So to the girls, we congratulate them, they're keeping our attention yet. Good, solid, track.