The Treatment – Generation Me
Label: Frontiers srl
Release Date: March 18, 2016
With its third studio album, Cambridge, England based hard rockers, The Treatment have set a new bar for the band. After two reasonably well received albums; This Might Hurt in 2011 and Running with the Dogs in 2014, and tours with Alice Cooper, Kiss and Motley Crue, the guys have upped the ante, and changed the game. Generation Me represents a fresh start for the band, ringing in the debut of new members Mitchel Emms and Tao Grey.
The Treatment was put together by guitarist Tagore Grey, drummer Dhani Mansworth, and bassist Rick “Swoggle” Newman at the turn of the last decade. The addition of powerhouse vocalist Mitchel Emms adds new depth to the band, and with Tagore’s kid brother Tao coming on board, they finally have stability and continuity with both guitarists.
That classic, no frills, bluesy AC/DC style is a core foundation of The Treatment’s sound, but other elements can be heard as well. Aspects of 80’s Motley Crue sleaze rock are intertwined with moments that recall Guns N’ Roses or Y&T.
Generation Me takes the energy and attitude of the band’s first two albums and ratchets everything up, while also exploring new ground. The result is a head-banging album packed with huge riffs and bigger melodies. The throttle is opened wide on aptly named album opener, “Let it Begin”, with its chugging riffs and driving drums. “You can’t stop this runaway train!”
The tempo slows for the arrival of “The Devil” with its deep hooky chorus and dark verses. It ramps into overdrive for the propulsive attack of “Tell Us the Truth”.
The album’s title track has a bit of a Guns N’ Roses bite to it, replete with concrete jungle swagger, while “Backseat Heartbeat” is a ballad-esque number with a harmonized chorus that sounds like it fell off a Danger Danger record.
“Cry Tough” bounces out of the speakers with a swirl of dirty riffs from the Grey brothers and dynamic foot and stick work from Mansworth. “We Are Beautiful” has something of a soaring yet edgy feel to it, and “I Know She Knows” struts with mischievous confidence.
“Bloodsucker” is another addictive number, borne of a bluesy and sinister groove. This is followed by the ominous grind of “Better Think Again”, and the raucous rumble of album closer, “Light the Sun”, with its appropriately upbeat chorus.
Many new bands have been trying their hand at the anthemic, retro-rock party, but few have had the goods to pull it off. With Generation Me, The Treatment have proven they can be the torch bearers for the next wave of high-octane rockers. Equal parts ballsy attitude, infectious hooks, driving rhythms, and adrenaline fueled riffage, Generation Me is an album every self-respecting hard rocker should own.
Rating: 8.4/10
