Video: Erik Hassle - Hurtful

What is it with the Swedes are their incredible knack for writing irresistible pop melodies? It must be something in their tap water that gives so many of them the ability to brew up one hit after the other. Check out the latest greatest Swede to hit the scene. He's name is Erik Hassle and his single "Hurtful" is about to blow up on YouTube. Great, care-free pop of the guilty pleasure kind.p (The song is poptastic, the video not so much. Watch it here .)

It's been out for, what, half a year now? And yet I've still never been able to figure out what I make of Erik Hassle's soul-voiced but not '60's ballad "Hurtful," insistent drums and all. My stand for most of that time has been that it's missing that spark, that it's not as good as it wants to be. A song that I might grow to like more if I heard it on the radio around here, was exposed to it more and it sunk in. Every now and then, though, I think that I love [...]