Up-C Down-C might not look the rock part, nor call a particularly rock locale their home, but they know their strengths and play to them: even the more immediate tracks here - those that bear similarities to songs written before them - are executed with expert precision. When Up-C Down-C truly hit their stride, such as on the awesome 'Shallows' (previously released as a limited-edition 10"), the sensory effect is phenomenal. Ears open acceptingly, the throat dries, eyes swell.

Consistently startling originality is not what makes And The Battle Is Won a worthwhile purchase for those enraptured by Sigur Rós and Sunn O))) alike. What will are the more technical strengths: the band's competency is astounding, their craft finely honed, and the overall feeling of satisfaction come closer 'I Think About Forever' is second to none. Repeat will frequently be engaged. This is deep nourishment served aurally, a banquet of riffs and double drum kit bombast, forever bound in subtle beauty. This is a rock that stands freely of post or prog prefixes.

This is a rock that requires a wider audience, today.