Most people associate Pop music with a throwaway mentality. The entire process of creating Cleemann's debut album "45 Minutes Mostly About Caring", however, belies this view. The result of an assiduous songwriting phase and a minute studio production, which involved members of the Notwist, a former sidekick to Jeff Buckley and several cream of the crop guests from the Danish music scene, it is to be the first part of a trilogy dealing with universal issues in a very personal way. And unlike Britney Spear's claim that "there's only two types of people in the world - those that entertain and the ones that observe", it took some time for Cleemann to deal with the nakedness of his voice against the soft backdrop of his sensual songs. When listening to the pieces on "45 Minutes", it is easy to tell why he felt intimated: Quite unlike most contemporary radio jingles, the album doesn't grab for your attention with brute force. Its arrangements are discreet, airy and sparse, establishing a brittle balance between delicate electronics and acoustic instruments. And vocals are left almost unprocessed and in all their natural fragility - as an audience it sometimes feels like you're eavesdropping on something extremely intimate. Let there be no doubt: This is still as catchy and approachable as Pop goes. But you certainly wouldn't want to throw these tracks away anytime soon. written by Tobias Fischer, editor-in-chief of tokafi.com and a cultural editor for Germany's biggest Printmag on