By Ida Maria
With terrestrial TV bosses having shelved live music from prime time, a spot on Jools Holland has become the musical equivalent of the Richard and Judy Book Club - the direct line to £50 man and his Amazon wish list. Ida Maria have already grabbed a golden ticket, and with their inclusion on the upcoming Dance To The Radio all-dayer it's worth scoping out the latest act under the spotlight.
Ida Maria (and it's pronounced eeeeda apparently, if you want to name drop and not look like a dick) is the name of the band and of the 23 year-old, guitar-playing, song-writing lead-singer. Originally from Norway, Ida Maria (I'm talking the person here) moved to Sweden, poached some bandmates, set up a record label and started putting together some up-tempo guitar tracks. Lately they have picked up some profile-boosting coverage in the ubiquitous Hot in 2008 features after the success of their punchy first single 'Oh My God'.
On this slice of evidence there's not too much to get hyped up about. I'm sure Ida's lyrics are heartfelt enough but for me there's no connect, no bridge to the real emotion in her performance or the song's composition. The obvious comparison is Rilo Kiley but it's not a particularly flattering one. Ida Maria may try to affect vulnerable and needy but they're unconvincing, on this showing they're already starting to look ready for the hook.