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21-01-2018 21:04
Lucky and now skint, judging by the winning bid!!

21-01-2018 20:47
Some lucky Jeff Lynne fan got a real rarity!

21-01-2018 09:43
Yep in Argent, especially as Rod Argent and Jim we’re cousins.

21-01-2018 07:43
Didn't Rodford also play in Argent and Charlie too?

20-01-2018 22:04
Jim Rodford, bass player, The Kinks, Phoenix (I think?), but I remember him with The Zombies, saw live a while back. RIP

17-01-2018 21:50
In response to Cyrille Regis, BBC 2 repeat the Adrian Chiles documentary, Whites v Blacks, How Football Changed A Nation, unbelievable true story, worth watching

17-01-2018 18:44
Review of the rather splendid `Hornal` album is in the works too.

17-01-2018 01:57
Dave and Jeff's best of 2017 wrap-up's just around the corner too.. computer work

17-01-2018 01:56
There is a three-part article coming up for E.L.O (Eldorado, A New World Record and Out Of The Blue). Look out for it soon.

16-01-2018 08:52
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Articles Home » 1986 Articles » Treat - 1986 The Pleasure Principle
Treat - 1986 The Pleasure Principle

ALBUM: The Pleasure Principle
LABEL: Mercury
SERIAL: 826 918-1
YEAR: 1986
CD REISSUE: 2001, Mercury, 826 918-2


LINEUP: Robert Ernlund - vocals * Anders Wikstrom - guitar, keyboards * Lillen Liljegren - guitar * Ken Siewertson - bass * Leif Sundin - drums

TRACK LISTING: 01 Rev It Up * 02 Waiting Game * 03 Lovestroke * 04 Eyes On Fire * 05 Take My Hand * 06 Fallen Angel * 07 Caught In The Line Of Fire * 08 Strike Without A Warning * 09 Ride Me High * 10 Steal Your Heart Away


It was due to the recent release of Treat's fantastic 'Coup De Grace' CD that I thought it was about time to revisit this Swedish outfit's back catalog. The only review we had in the GDAZE database up until the 'Coup De Grace' review was 1987's 'Dreamhunter'. Of course, Treat's discography is more than just that album, if we think back to '1992' self titled album, 1989's 'Organised Crime' and this little beauty from 1986.. 'The Pleasure Principle'. As many of you are aware, 1986 was the year that Bon Jovi and more importantly Europe took center stage. Being Swedish, Treat and Europe had - up to a point, competed in the local Swedish market, jousting with each between 1984 and 1985. Treat's 'Scratch And Bite' was a reasonable album and made its way into many foreign markets as an import, it was also clear the band were heavily influenced by Def Leppard. However 1986 would prove to be a hurdle, with the band's 'then' drummer Mats 'Dalton' Dahlberg packing up his drumkit and leaving under mysterious and secretive circumstances. He would go on to form Dalton, and we all know how good that band were! Treat meanwhile bought in Leif Sundin on drums - who wasn't an immediate fit, plus producer Jean Beauvoir to work up material for their next phase. The single 'Ride Me High' was the result, but the band did not kick on with Beauvoir, opting instead for Gary Winter as the next producer for what would be the second album: 'The Pleasure Principle'. An excellent album in its own right, it was however overshadowed by the massive Swedish success that was 'The Final Countdown', which would dominate world charts from late 1986 into 1987. 'The Pleasure Principle' never stood a chance really, both albums released during the early summer of 1986.

The Songs
Treat should hold their heads up high, as the songs on this album are a vast improvement on 'Scratch And Bite'. It's much more keyboard oriented than before, with party anthems all the rage through at least eight of the album's ten tracks. The two tracks that least rock out are the second track 'Waiting Game' which is midpaced part ballad/rocker and the pure ballad 'Take My Hand', with synths and piano taking the lead on a sentimental journey. But elsewhere, tracks such as 'Rev It Up', 'Caught In The Line Of Fire', the melodious 'Love Stroke', the aforementioned 'Ride Me High', the keyboard laced 'Fallen Angel' and probably the album's best moment.. 'Strike Without A Warning' all hit home with maximum impact. There's still a little bit of The Lepps in those vocal choruses, but it's not as apparent as before.

In Summary
As mentioned, the album didn't do very well in the market, though locally in Sweden the band were still popular, but hadn't really toured outside of their own backyard. To make matters worse, drummer Leif Sundin only a couple of months in, to be replaced by Jamie Borger, who along with Ernlund and Wikstrom, are now the mainstays of the band. Treat took this a lesson to be learned, so headed down to Holland in preparation for the 'Dreamhunter' sessions, and to get touring and gigging experience outside of Sweden. With new management, things looked promising, but ultimately it all ended up in a cul-de-sac. Despite the band's numerous problems, they still left an excellent selection of albums, and now with their resurrection in 2010, perhaps it's not too late for Treat to salvage some respect and reward nearly 25 years after their initial heyday!

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#1 | jefflynnefan on November 03 2012 16:25:43
Just picked this cd up and I'm glad I did as I really like it!
#2 | jeffrey343 on June 24 2013 15:43:55
I got this shortly after the excellent 'Coup de Grace' in 2010, and this is pretty dang awesome. I'm not sure how these guys escaped me in 1986, but this no doubt would have lived in my car's cassette player. I guess they just didn't have that one big hit that resonated with U.S. radio folks. I liked Europe, but they really didn't have anything on Treat other than breaking through the door with a catchy but cheesy tune you might remember called 'The Final Countdown'.
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