Alexisonfire are back. Whether that's a good thing or not is another matter. The single's title does not give much away. Not a clue what it means, perhaps they are labelling themselves with these four characteristics? If the rest of the song has anything to go by, I'd be correct in saying it probably is about them.
The lyrics throughout the song are pretentious. A few bands have been singing about themselves and the state of the music business lately and this is another stab at the bigwigs. 'Sincerity over simple chords' may show just how true to themselves Alexisonfire are being but it's awfully repetitive, and bordering on boring. The actual music doesn't particularly have anything about it either. It's one of those songs that is sung at you, trying to get a point over, when all you want is to listen to it. Back off! I listened to it a few times and I got more and more frustrated. One (there is one) good thing that I can say is that it definitely grabs you attention with the powerful scream of 'alright' at the beginning and the first time you hear the lyrics (that frequent ump-teen times) they sound good.
Of course, the whole metal aspect of Alexisonfire isn't exactly going to provide a pop music dance round the park with a big bag of jelly beans feel. But having been part of the start of the new wave of post-hardcore music with bands such as The Used, they fall flat when you compare this with The Used's new album. I'm sure Alexisonfire have a fan base who will appreciate this but I feel it's a poor follow up to what they have previously released. Singing about how the music is coming from your heart is all well and good, but how about, next time, use that heart to provide a glimmer of a good song.