Manchester four-piece Westside Cowboy have enjoyed a rapid rise since forming just two years ago, winning Glastonbury's emerging talent competition, touring with Geese and signing to a major label, all ahead of their debut album, It Goes On. Despite the fast trajectory and pressures of the music industry, the band deliberately resist a polished, career-defining approach, preferring the looser sound of a band still finding its feet, and champion an old-school, low-tech lifestyle that shapes both their daily lives and their music-making.

The album draws on influences including the Feelies, Parquet Courts, Courtney Barnett and the Velvet Underground, blending indie-pop with midwestern emo touches. Aged 23 to 26, the band members largely eschew smartphones in favour of brick phones, MP3 players and analogue gear such as cassette decks, and are even considering a PO box for fan mail, arguing that avoiding "addictive" devices frees up creative headspace. They also coined the tongue-in-cheek genre label "Britanicana" to describe their fusion of folk, skiffle, Americana and early rock'n'roll, and describe themselves as modest and self-deprecating despite an explosive live show, such as their recent set at Sheffield's Tramlines festival.