Other bloggers and music journalists call this a spotlight article.
I'll just call it bigging up talent.
It's when you have been listening to a band and decide that you really can't keep the praise to yourself and you have to share it with the world.
It's The River 68s I'm talking about here.
It's not that they are the new kids on the block as they have been building up a solid reputation as a band to watch out for over quite a period of time now.
Still that's no reason not to shout their name from the rooftops.
I'm sure that there's still plenty of people who are unfamiliar.
Those who are not in the know are probably wondering what the fuss is about, but a quick click on the link here will sort that out.
If you like your rock music with a bit of southern soul then look no further.
These guys haven't been anywhere close to Muscle Shoals in Alabama, but I wouldn't be surprised if they get there one day.
Aurally speaking they are already ensconced in the legendary studio in spirit.
So it's only a matter of time before they make it a reality.
Remember I said that so that when the time comes around I can say I told you so.
Like others who have came before them - like The Stones and the Faces - you can hear that they are feeling the music.
It's not all about the technical ability to play, but more about conveying a feeling, an emotional statement that's organically driven.
It's not important that they weren't raise within a stones throw of the crucible of the blues. It matters not at all that they haven't paid their dues in juke-joints at the side of dusty highways because whatever it is that no one can ever really put their finger on is there.
Next week – on the 9th of July - they are playing in Nice and Sleazy (Glasgow) with the equally fantastic Holy Ghosts to release their second ep.
It's a Sunday night, but this band make Monday morning hangovers worth the pain.