Most bands see out their entire existence without witnessing anything like the highs and lows, disappointments and triumphs that Pretty Vicious have packed into their fledgling careers. The teenage Merthyr four piece were only four gigs into their existence when an unseemly A&R scrum plucked them from their small town Welsh roots, and dropped them into an industry whirlwind they were barely equipped to survive. As managers and executives squabbled over the direction the prodigiously talented yet gloriously untamed teenagers should take, the industry and the process chewed them up and spat them out.
It’s a familiar story of too much, too young. Many have been there, yet very few have had the confidence, belief and, above all, raw talent to drag themselves back from the brink and deliver a sure fire certified future classic of youthful dreams and the desire to escape small town mundanity. After their (now ex) management had reached a dead end with the initial recording process and a string of incompatible producers, fate conspired to drop a copy of their raw demos on the desk of U.S. based GRAMMY award winning producer and Big Machine Label Group A&R executive Julian Raymond. Immediately recognizing their immense, unhoned potential, Raymond wasted no time in bringing them into the fold of Big Machine’s newly created rock label in partnership with iconic fashion designer John Varvatos. Suddenly the stars aligned, and with a new management team behind them, Pretty Vicious found themselves within a structure – Big Machine/John Varvatos Records in the US and long -time supporters Virgin / EMI in the UK – that could unlock their immense potential.