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“That Kind of Man” proves that genre-bending Brits The Heavy are more than just the one hit wonders who brought us “How You Like Me Now” (a.k.a. the song used in the Kia commercial with Muno from Yo Gabba Gabba and the sock monkey). After kicking off with a guitar sample so muffled it sounds like it was recorded under a bed sheet, Kevin Swaby’s vocals launch and the song is in full swagger as he sings, “I’ve been thinkin’ bout our love / sure means somethin’ / cause what you give is not enough.”
Refusing to adhere to a particular style keeps “That Kind of Man” sounding fresh, even if The Heavy relied on time-honored R&B tools like a horn section, falsetto, and emphasis on the downbeat to create it. Though “Apogee” may refer to the musical hardware used to create this version of the song, the word is also synonymous with “pinnacle” or “climax.” “That Kind of Man” reaches its own apogee at the bridge, when Swaby is suddenly supported by nothing more than a thumping bass line. His weightlessness is almost palpable.
Counter Records released The Heavy’s How You Like Me Now? EP, home to “That Kind of Man,” on October 19, 2010.