Song Review: LoCash, “Feels Like A Party”

Apparently LoCash is unaware of the definition of insanity.

Bro-Country has been officially dead for a while now, but that hasn’t stopped some of the acts it spawned from trying to recapture its magic. Chief among these offenders is the former LoCash Cowboys, who tried going back to this well earlier this year with “Don’t Get Better Than That.” Nobody else, however, was interested in traveling back in time with the duo, and the song peaked at a laughable #44 on Billboard’s airplay chart and wound up at #4 on my “worst songs of 2018 so far” list. Most artists (even acts like Florida Georgia Line) would take this as a sign that the Bro-Country ship has finally sailed, and adapt their sound to the genre’s changing climate. Instead, LoCash has decided to double down on the faded trend, releasing “Feels Like A Party” as their latest single. The song is as mindless, shallow, and unoriginal as you’d expect, and while it would probably have been a massive hit a few years ago, there’s no place left in country music for this garbage in 2018.

The production opens with some swampy synths and a dobro, bringing to mind FGL’s “Smooth.” However, it quickly pivots to a slicker sound, bringing in the usual electric guitars, a mix of real and synthetic percussion, some organ chords, some background “hey!” shouts, and even a few horn stabs to drive home the party vibe. Honestly, this thing sounds like every other Bro-Country song I’ve ever heard (all it’s missing is a token banjo), with its deliberate tempo, bright tones, and carefree atmosphere, and while the horns are an interesting touch, they aren’t used enough to distinguish the song from its peers. The mix certainly captures the party spirit of the lyrics, but it feels like empty sonic calories, and doesn’t have a whole lot of energy or groove behind it. Bottom line: It’s generic, it’s uninteresting, and it’s already been done a hundred times before.

Now, let’s revisit my assessment of Chris Lucas and Preston Brust’s performance from “Don’t Get Better Than That”:

There’s nothing even remotely unique or compelling about the duo, and the song would sound the exact same if it were performed by a replacement-level Bro-Country singer (in fact, it might sound better). The track barely tests the singer’s range or flow, the pair’s harmonies are run-of-the-mill and unimpressive, and neither singer has the charisma to elevate the song beyond ‘bros singing a superfluous party song,’ even when the lyrics leave them an opening or two. In short, this performance is forgettable at best, and it’s best for all involved if we forget it.

Nearly everything I said then still applies now: Instead of bringing something new or unexpected to the table, Chris Lucas comes across as just another generic Bro, and Brust’s part could have been done by any random dude without anyone noticing a difference. The song demands little of the pair’s range and flow, and is completely reliant on the act’s ability to pass along the party vibes to the audience, and LoCash just doesn’t get the job done.

The only difference I see between this single and the previous one is that the lyrics don’t offer any opportunities for the pair to elevate the song even if they could. Frankly, the writing couldn’t be more unoriginal or brainless if they tried:

It feels like a party
It feels like a damn good time to me
A bunch of country girls and back road boys
All here to drink and sing
So go on pour me something cold
Cause we ain’t bout to leave
It feels like a party
It feels like a party to me

Every Bro-Country trope is well represented here: The booze, the trucks, the “country girls and back road boys,” the party-all-night attitude, and even the objectifying language (“If it tastes like a party, shakes like a party”? Really?). Even by Bro standards, however, this song stands out as vague: There are no name drops of liquor brands or old-school artists, no description of the venue besides being a parking lot, no mention of movement beyond the “shakes like a party” line…forget being “the party to end all parties,” this gathering doesn’t sound like much of a party at all.

Just like its predecessor, “Feels Like A Party” feels like a song that has no reason for existing. The production is bland and predictable, LoCash contributes nothing beyond “bros being bros,” and the writing is so vapid and fuzzy the song might as well have scrapped them entirely. LoCash might think that they can recapture their old magic and bring Bro-Country back into style, but they’re beating a dead horse, and their country career will likely be buried with it.

Turn out the lights Locash, the party’s over.

Rating: 3/10. Keep your distance from this junk.