Electro-rock hybrids aren't normally built to last. These two genres often conflict, destined for a limited shelf life before being consigned to the nearest bargain bin a la EMF, Jesus Jones etc. At least Serial P.O.P. reveal enough evidence that they are here for the long haul. Already touted by various sections of the music press and national radio as "the next big thing" they are at least partially worthy of the hype. Their debut album opens up with a brilliant trio of tracks; 'Jakey Moves' is an exhilarating record that matches Mansun's 'Stripper Vicar' for excitement, urgency and a winning, modern chorus; this fits neatly between the hopeful, soaring 'Action Boy' and 'Health & Safety'. The remainder shows more sporadic signs of greatness, characterised by George McFall's gruff vocals, aggressive riffing and confrontational lyrics which seem more geared towards the under-25s than a more mature audience. Nevertheless the sense of danger and confidence is impressive and the more considered approach of 'Rock And Roll Is Ruining My Life' and 'TAFKAP' nods to the substantially more experienced Six By Seven. If Serial P.O.P. can take the praise in their stride and be given the chance to progress their obvious potential they could be around for a long time yet.