GUSTAFFSON DANCES TO THE ALGORITHM WITH BRAND NEW SINGLE

SINGLE REVIEW | GUSTAFFSON – DANCE TO THE ALGORITHM by Anne Kelly

Gustaffson are back again with their brand new dance floor filling release this Halloween weekend asking us to ‘Dance To The Algorithm’. The collective project formed by actor turned musician Andrew Gower (Black Mirror, Outlander, and Carnival Row) and James Webster (guitarist and co-writer), Gustaffson’s new single arrives following the success of their critically acclaimed debut album Black & White Movie released earlier this year.

So what can I say about this track? Production wise, it’s tight. Produced alongside Elbow‘s Craig Potter, ‘Dance To The Algorithm‘, is a nostalgia driven throwback to the Northern Soul disco days with a familiar – and uncomfortably relevant – theme belonging to 2025. Playfully posing the question: “Do you dance to the algorithm?”, Potter’s lively production takes those Motown inspirations and pairs it with Gower’s crisp, concise delivery and vivid storytelling.

Speaking on the track, Andrew says:

“The best artists of years gone by have all proven you can write about profound and important worldly subjects yet still entertain your audience. I was lucky enough to attend a screening of a Beatles 64 documentary last year around the release of our debut album. During the Q&A Giles Martin spoke about modern music and how audiences digest art in 2025; there was one line that stuck with me, ultimately inspiring me to write this single.”

An energetic retro-funk anthem, ‘Dance To The Algorithm‘ challenges our music consumption habits in 2025, delving deeper into the ways music unites us in a digital age. Despite the troubling premises of the track, the sound is infectiously upbeat throughout. The gospel choir introduces the song before Gower’s raspy soulful delivery takes over the duration of the track. The disco beat carries the track throughout, with the later breakdown helping to bring focus back to what becomes a somewhat monotonous track.

In comparison to the music from Black and White Movie, ‘Dance To The Algorithm‘ doesn’t quite capture the same depth and emotional draw that Gustaffson are absolutely capable of. Whilst everything is delivered on a benchmark level and the rhythm is consistently and infectiously high, the ‘algorithm‘ theme feels gimmicky at times and the track struggles to stand out as something unique.

Gustaffson will appear at Low Four Studios in Manchester on Friday 21st November with a Q&A with Chris Hawkins and Elbow’s Craig Potter (tickets available here) and at London’s Courtyard Theatre on Thursday 27th November (tickets here).