A clip for a track, which came out on Blu Mar Ten Music three or four years ago, looking like a sort of advertisement for cheap garment, accessories or costume jewellery, persuaded me to ignore the stuff by the Ukrainian producer Nikolay Shvets aka Queensway and the circumstance that his new album came out on the self-named label by Syncopix, the moniker of Roland Boghdan - another producer who seems too obsessively focused on jingles than tunes - almost persuaded to do the same for his recent outputs. I decided to set aside some reservations about music makers, who sold their talent to marketing, and pressed play to listen to its recent album "East West". I have to admit this guy is a really talented producer and even if some tracks keep on sounding so loungy that the above-described first impression got somehow validated - I could mention "A'l Cappuccino", which could perfectly work as a musical background in a beauty center for fashionistas, or "Generation", which makes me imagine a finger food course unmeaningful (but nonsensically chic) meal -, Queensway's skills in forging soulfully lukewarm moments, particularly those ones when he seems to reprise 90ies chill dub or electronic downbeat of the following decade such as "The Untitled", "Airsand" or the title-track "East West" as well as something up-tempo like "To The Stars" or "Cym", manage to mitigate and tone down my opinion on excessively stereotyped sonic casting.