It seems these days that new acts shy away from being called 'pop', preferring instead to linger in the (relatively) more mature climes of house, or garage.
Prides, though, make pop songs. Big, massive, hulking pop songs, designed to be sung back at them by thousands of screaming fans.
It's a fairly simple doctrine, but one that proves frustratingly difficult for most to master. New track 'Messiah' is all gospel chorus, vocal pleading and huge, uplifting synths.
Stripped from the band's new EP 'The Seeds You Sow', the track has been remixed by former Track Of The Day favourite Barnaby.
An intriguing pop talent in his own right, the producer lends a vivid electronic sheen to 'Messiah'. Largely retaining the band's brawling chant, Barnaby underlays some gorgeous, pastoral synths.
Check it out now.