WORLD TRADE – Unify (2017)
Comprising of some of L.A.’s most recognized studio and songwriting talents – Billy Sherwood, Guy Allison and Bruce Gowdy – WORLD TRADE will release their third album, “Unify” on August 4, 2017 via Frontiers Music.
Lead vocalist and main songwriter, Billy Sherwood has been a fixture of the L.A. studio and recording scene since the mid-80’s. Billy’s talents range from producing a Grammy-nominated album for Paul Rodgers to being the current bass player of Yes, handpicked by Chris Squire to replace him before his untimely death. He also recently joined up with ASIA as a replacement for John Wetton after his passing for the band’s current US tour with Journey.
Guy Allison and Bruce Gowdy, a pair of musicians also known for being behind the awesome melodic rock band Unruly Child, and drummer Mark T. Williams (son of famed composer John Williams and brother of Toto singer Joseph) round out the line-up.
Mixing prog, pop and AOR, the first album by World Trade is somewhat of a cult classic. Showcasing Billy Sherwood’s multi-layered sound, the record is essential listening for fans of ‘Images of Forever’ by Cannata, ‘90125’ era Yes and ‘Hold Your Fire’ era Rush.
Given it’s technical approach and sophisticated choruses, it’s no wonder Billy became a member of the Yes family tree a short time later. There was a second World Trade recording titled ‘Euphoria’, a bit dark and less melodic than debut.
With Sherwood having other projects taking his time, and also taking on the unenviable position of full time bassist with the ever-touring Yes in 2015, and with Gowdy and Allison having commitments with Unruly Child, it seemed we’d heard the last of World Trade… and then a third album appeared somewhat unexpectedly on Frontiers Records in 2017.
The good news is that “Unify” is much more a World Trade record than ‘Euphoria’ ever had seemed, with Gowdy’s contributions seeming especially essential to the World Trade sound.
To capitalise on this return of the original line up (completed by Williams on drums), the album’s artwork reinstates the Newton’s Cradle from the debut’s now familiar sleeve.
Even before hitting the play button, this seems like a genuine World Trade record in every sense. The slightly bad news is that the production isn’t quite as shiny as it could be: it’s got a presence, with Sherwood’s bass high in the mix, but there’s something that – naturally – makes it sound like a closer bedfellow to Sherwood’s own ‘Citizen’ than ‘World Trade’ (the album).
Maybe it’s that it just isn’t 1989 after all… and recreating such a brilliant and unnatural shine three decades on just wouldn’t be the same.
With the history and technicalities out of the way, what of the most important thing here? Do the songs hold up? Thankfully, the answer is Yes. ‘On Target On Time’, in particular, is classic, classic World Trade right to the point where it bears more than a passing resemblance to a couple of the older tunes.
What you get here, though, is Sherwood in great form, both vocally and musically. His voice belies the passing of time, even disguised under the usual filters, but his bass work is stellar. Factor in a big hooky chorus and various pointed guitar parts from Gowdy and it becomes unmistakable.
‘Gone All The Way’ is another instant highlight, capturing the band in a softer mood at first, with an imploring voice set against a clean and techy sounding guitar, before the slower tune explodes into a world of measured rhythms, heavy and pointed basses and a whole world of multi-layered harmonies.
Blending guitars and keys in a harmonic but simple riff, ‘Same Old Song’ this is pure World Trade. ‘The New Norm’ throws out a clangy guitar riff against a messy keyboard, before dropping into a verse that blends a few World Trade trademarks with a Toy Matinee sense of pop.
For those looking for something spikier, ‘Pandora’s Box’ taps into a higher energy workout, while ‘For The Fallen’ taps into a thoughtful “live for the moment and be mindful of others” lyric. What’s most impressive here is the way they’ve managed to hone in on melodies and musical elements that are entirely reminiscent of the younger World Trade circa ’89, but without it ever sounding like lazy recycling.
Elsewhere, ‘Life Force’, ‘Again’ and ‘Where We’re Going’ are World Trade by numbers in many ways, though never seem any the worse for that.
During the latter, especially, the mix of upfront bass and techy keys is a sharp reminder – should one be needed – of why the first World Trade album and this “Unify” should be in every AOR and prog fan’s collections.
No doubt that World Trade is a world class band in every sense. “Unify” is a mature sounding recording reflective of the years of experience withing the band.
With great songwriting, skilled musicianship and excellent vocals / harmonies, this album will appeal fans from Toto’s most recent releases to 90125 / Big Generator-era Yes. A more than worthy addition to the World Trade canon.
Highly Recommended
01. The New Norm
02. Where We’re Going
03. Pandora’s Box
04. On Target on Time
05. Gone All the Way
06. Unify
07. For the Fallen
08. Lifeforce
09. Same Old Song
10. Again
Billy Sherwood – lead vocals, bass
Bruce Gowdy – guitars, backing vocals
Guy Allison – keyboards, backing vocals
Mark T. Williams – drums
Pre Order:
www.amazon.co.uk/Unify-World-Trade/dp/B071FKZQK3
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