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The Futureheads are one of the plethora of Indie bands that splurged onto the scene a few years ago and I’m not ashamed to say I can’t tell them apart from all the other guitar-wielding Indie kids of the time. Other chart watchers seem more familiar with them though, and they seem to think their sound isn’t what it was.

Sometimes having no point of reference is a good thing, though. Because I can’t thumb my nose at The Beginning Of The Twist. It’s a riotous slab of Indie-rock and no mistake, guv.

What I can tell you is that this is getting some serious airplay on Radio 1, which is testament to the radio-friendly mass-market appeal of the band. Though if you ask me, their biggest obstacle is exactly what it was a few years ago - differentiating themselves from the Indie pack.

In fairness, Beginning Of The Twist may be the first step to overcoming this. The chorus is harder to get out of your head than a crusty squatter in a student flat. They just need to get a gimmick. Hoosiers have the comic book geek vibe. Kaiser Chiefs have their mastery of Indie anthems. Hard-Fi are good old blue collar stalwarts.

The video almost bombs for them. For the first half-a-minute (a long time in pop videos) it looks like they’re ripping off A-Ha’s Take On Me. Except they stick with the ‘it’s a storyboard’ concept and not the living sketch that Morten Harket perfected back in 1985.