Milwaukee will, for me, always be home of Richie and Joanie Cunningham, Potsie, Ralph and, of course, The Fonz. But it’s also where three-piece Jaill come from – and Traps is their third, but first on Sub Pop, album – also, incidentally, the first with a second L in their name (upon signing to to the indie-mammoth a caveat was a name-change requirement due to some European band by the name of Jail 40 years prior).
Like the name of the record linearly suggests, it’s a trap. Disguising themselves as power-pop harmonists with indie-sensibilities with a record abundant in hooks, sing/sway-a-long choruses and addictive guitar strums; Jaill lull the unsuspecting listener to their songs like an innocent, nervous fawn tentatively grazing upon the succulent song-leafs. But beware, my dear (see what I did there) the audio-forest floor upon which you stand is a deep pit covered by harmonious twigs about to give way and send you, haplessly downwards as you realize that Richie, Potsie and Ralph are actually dishing up a dark break-up album. But it’s great, so there’s no need to get Fonzie to hit the jukebox to play a different record. I don’t know where Joanie is in this over-worked metaphor. Is she the fawn? Nevermind, this is a great guitar based indie pop record, with no shark jumping. - review by Andrew Tidball