A glance through the guest stars on the album may mislead you into thinking the album is computerized pop drivel when the album title does exactly what it says on the label. The Great Electronic Swindle is probably more in keeping with elements of the nu-metal or post-hardcore genres than the heavy electro and dub influences of their early work. The opening klaxon of My Name Is Thunder followed swiftly by pummeling drums and Sir Bob Cornelius Rifo's screaming vocals will probably have those familiar with their work wondering if they have the wrong album. The Pink Floyd psychedelic midsection will further have some peeps scratching their heads: hardened rockers, however, will be jumping to the thrashing beats of the track.
Wolfpack ft Masquerade continues the ferocious metal tones. By track three things have calmed down and those that have stayed around are treated to a something very special indeed. Ain't Nothin' But Love ft Rival Sons frontman Jay Buchanan is a mighty triumph. The track seamlessly combines hard rock and electro. It's so fucking brilliant it should be blasting from every radio and playlist in the country. Pirate, Punk & Politics ft Perry Farrell mixes things up again with a solid electric guitar bass working alongside a dub riff. Another stand out track is the sensitivity of Invisible ft Greta Svabo Bech which is sure to be another airwaves hit for the band. The affirming calm of the track fits alongside a swelling dub section which complements the track rather than overwhelms its subtle beauty and melody.
Irreversible adds a grungy feel to the album drawing comparisons to NIN, Iggy Pop and Gary Numan - it's heavy enough for rock fans but with enough bite from the electronics to make it sonically interesting. Enter The Void ft Eric Nally and 10,000 Prophets are also notable mentions, dropping beats and Dirty guitar riffs that are a copacetic addition to the album.
With so much great material early on, towards the end it feels a bit indulgent and unnecessary. They could easily have called it a day after 11 tracks rather than the 17 that appear on the album. If you're expecting the heavy electronics of earlier albums then this is very much a bloody swindle, if your after a thrilling amalgam of rock and dropped beats then The Bloody Beetroots don't just hit the spot, they've created a knockout - even if at times it's a little overcooked.
Groupie Rating 4/5