BenSem describe themselves as Indie Pop Rockers but in truth they play melodic AOR. They’d call it timeless – I’d called it dated. They hail from Pontypridd, Wales but sound generically transatlantic. It is competently played and produced but is not as good as they think. Singer and songwriter Sem is described on their website as an “emotional wordsmith” but as song titles ‘Why I Cry’ and ‘Science Project’ suggest, he delivers little more than self-pitying sixth-form laments.

Lead song ‘Sunshine’ is an upbeat, up-tempo rocker with the would-be anthemic chorus of “Got sunshine in my hair, feeling so damn low, and I'm all alone”. ‘Why I Cry’ is a grand emotional ballad complete with string section. But really these songs are not truly emotional or deep.

I can imagine them playing under the break-up-but-soon-to-re-united scene in a glossy rom-com – and BenSem’s songs are as facile and paper-thin and formulaic as their celluloid equivalent. BenSem will appeal to the crowd who find Counting Crows a little too progressive; and if you like first track you’ll like the rest. I didn't like the first track. At all.