When WormHoleDeath announced the signing of Australian-based duo Ammify last month, I’ll admit that I was immediately intrigued by it. Not least because of the Italian label’s proven track record when it comes to finding superb artists (especially from Australia), but also because of the uniqueness and scale promised by this new musical endeavour. The debut album, “Lost, Not Hiding“, which is set to be released on June 14, represents the cumulative expertise of Ammy Phoenix (vocals/lyrics), who no doubt inspired the band’s name, along with her counterpart, Pete Renzullo (music/production).
The latter, recalls the response from the label when they first heard their music: “They said it was a very powerful album and they mentioned Ammy’s voice, of course. They were just very impressed that the style was quite unique. One of the guys said that we’ve managed to find our own universe and that of the artists they’ve previously signed, nothing like this has come across before.” And that analysis is spot on. This is something quite different. But if you had to categorise the production somehow, then it would broadly fall under the banner of cinematic metal (or CineMetal as the band themselves have affectionately coined).
And while this makes the third album of this style that I’m reviewing in as many months, I’m too far down this rabbit hole to stop now. Particularly when “Lost, Not Hiding” seems to be pushing the boundaries of this new trend more than ever before. There are times when I’m not even sure what I’m listening to, or if it even really qualifies as metal. But one thing that I do know for certain is that it’s constantly engaging. And considering the album itself is just shy of 60 minutes long, that could be considered an achievement on its own. One reason is because of the strong storytelling, which seems to be synonymous with this genre. Even if the thematic content here trends towards darker and more intense topics. Such as on first single, “Cowards Way Out“, which sounds like the recital of a suicide note by Ammy, ending on the weighty, and chilling lyric “I had no choice“.
In fact, much of the album follows this sadder tone. But it is also coupled with a feeling of resilience, and resolving to find the inner strength to overcome one’s struggles. As seen on “Canary“, where Ammy musters up the will to go on: “Even though you clipped my wings // Nothing can keep me from the sky // I’ll never stop until I rise // I’ll never hide away // I can reach the far horizon“. A message that is overwhelmingly positive. So it comes down to how you’re willing to interpret the atmosphere at the end of the day. Just be prepared for an emotionally-affecting journey either way. Other hard-hitting moments include the song “Grief“, featuring a clearly distraught Ammy, which she expresses through her mournful (verging on wailing) vocal work. No words are spoken, but neither are they needed. The message and associated feelings are powerfully received all the same.
You can’t help but wonder how much of this might be autobiographical. The phoenix tattoo on Ammy’s shoulder suggests that she has been through some of life’s ordeals. And she is clearly able to tap into some raw emotions. Though her singing always possesses a serene tranquility, despite what she might be feeling at the time. And again, the implied notion is to keep holding one’s head above water, much like the album’s illustrated cover. This leads me to another point that is worth discussing, which is the attention to detail in the band’s visual presentation. The epitome being reached with their music video for “The Truth Will Set You Free“, which is a direct reflection of their cinematic aspirations, making use of green screen technology and cool props and costume designs so as to bring the medieval setting to life. These scenes are interspersed with performance clips of Ammy and Pete, who are joined by several other musicians. It does make me wonder how practical it will be for Ammify to tour, given the large contingent apparently required to replicate their sound in a live setting.
It’s entirely understandable though. There is a lot going on in their music. And the truth is that there is a lot to dissect on this album. More than I can realistically cover in this review. Even if I could, doing so would probably deprive listeners of the gift of discovery, and that’s part of the appeal of this album. It is the type of release that encourages repeat listening, notwithstanding the allure of the high-quality musicianship. Each subsequent playthrough reveals something new that you maybe hadn’t noticed before. Ammy and Pete have surely packed a lot in here, and it’s obvious that they make a formidable team together. I haven’t even mentioned one of my favourite tracks yet, which for the record is “Hey! You! (Over and Over)“, with its laidback jazz-lounge infused passages. There’s even a hidden track in here. A concept which may seem foreign to most people brought up on streaming, but which I’m absolutely grateful to see supported again (and it’s definitely worth seeking out). As this is their very first album, you really couldn’t ask for anything more from Ammify. It sets up the band perfectly for the future, and highlights a creative freedom that already differentiates them from the rest of the competition.
Verdict: Ammify’s “Lost, Not Hiding” continues to establish the legitimacy of cinematic metal as a genre unto itself. The album brings listeners a truly unique soundscape and narrative structure, while simultaneously presenting it with an impactful honesty that’s bound to foster a deeper connection with the audience.
