2010, With their new record called IV, Pure Inc. raise the flag of modern rock again. Emotional tunes capturing you with their directness and infectious vibes which impressively state the bands originality in an indeed known genre. The band name does the talking - pure, straight, without any squiggles and artificial embellishments the Swiss band rocks in their typical manner and expresses more than most other bands do. Pure Inc. present themselves full of charm, individuality, warmth and infectious rhythm and also musically versatile. Timeless, but only one step away from traditional rock and a stone's throw away from modern music, they count on traditional groove mixed with modern influences and ageless vibes.