It’s a funny thing power pop. While the majority of music today is reliant on image, sound-bites, and media saturation through appearances on Ant and Dec, Parkinson and Popworld, it’s rare to see artists such as Brendan Benson eager to tout their wares to the masses. See, Benson’s no stranger to the workings of the industry, having been chewed up and spat out by Virgin after one album, before finding sanctuary at V2 and releasing 'Lapalco', one of 2002’s most critically acclaimed, but criminally under heard albums. His newest salvo, 'The Alternative To Love', is just as good, bringing back memories of exponents of the genre such as Big Star, Fountains of Wayne and Matthew Sweet. The three-quarter full Waterfront venue at Norwich is Benson’s first gig on a low key UK tour, and the perfect setting for a relaxed tour opener.

Before Benson and band hit the stage, Irish newcomers HAL perform an impressive set of West Coast tinged rock that fellow countrymen The Thrills only wish they could make. There’s no over reliance on over-accentuated vocals, or name checks of various US landmarks or towns, just breezy 'feel good' rock with a touch of Gram Parsons. It also helps if your band contains a pair of handsome, shaggy haired ruffians, which in HAL’s case is the Allen brothers, Dave and Paul. In fact, guitarist Paul certainly had his fair share of admirers after the band’s set. However, that’s beside the point, which is this: get used to seeing quite a bit of HAL over the coming months, especially since several early reviews of the band’s upcoming Rough Trade debut have contained the words ‘summer’, ‘soundtrack’ and ‘of’.

Kicking off proceedings with the giddy hi-speed rush of ‘Between Us’, the closing track from the current album 'Alternative to Love', Benson and his four-piece band provide the audience with a solid lesson in power-pop. Hooks? Melodies? Songs about girls? All here aplenty, and more. The 90 minute set allows Benson, dressed in college lecturer-style vest and shirt, surely the perfect attire for the university crowd in front of him, the chance to present offerings from ATL and Lapalco in a stripped back setting. What obvious here is that Benson’s over-reliance on production means that hearing live versions such as ‘Between Us’ without the goose bump inducing backing vocals, and the woozy organ-fest that is ‘Feel Like Myself’ is a bit of a let down. As good as these tracks are, and the stomping ‘Feel Like Myself’ is easily one of the set’s highlights, you can’t help but wonder if Benson needs to roughen things up to avoid a Brian Wilsonesque breakdown in front of the boards.

Without the sonic wizardry and multi-tracked gloss, Benson’s songs are still strong enough to showcase the singer’s immense talent, proving that comparisons with other power-pop figures such as Matthew Sweet and Alex Chilton are justified. ‘Get It Together’ is reminiscent of classic Go-Go’s, upcoming single ‘Cold Hands (Warm Heart)’ is perfect mixtape fodder, and ‘Alternative To Love’ is reminiscent of Girlfriend-era Sweet. Benson’s earlier material stands up well too, with the melancholia of ‘Metarie’ enough to make bring a tear to hardiest eye. ‘Good To Me’ bops along nicely as well, with more than enough hooks to hang a room full of framed Audrey Hepburn film posters on.

Mid-way through the set Benson enquires to his audience as to whether the Norwich nightlife would be lively enough for the Detroit native.
‘So, is there anything to do in Norwich at all? Do you all go to bed after a show? Maybe you’ll show me a good time afterwards’ .
Half an hour after the gig’s completion, Benson is spotted outside one of the city’s local indie establishments, waiting in line with a crowd of students, half empty beer glass in hand. After giving a lesson in stellar power pop, it’s time for this lecturer to kick back and hang with his pupils.