The Kinks' fourth studio album Face to Face was released in 1966. Because many of the songs deal with social observation, it is sometimes considered to be the first rock concept album (Sgt Pepper was released about seven months later). Ray Davies wrote all the songs and he continued exploring a softer style in comparison to the raunchy sound of their first two records.
Despite the movement away from their blues roots, the basis of the album is still very much rock'n'roll, which is relief because that's what the Kinks are best at. Other than his hooks which could still be slightly improved, Ray Davies's songwriting has blossomed and he has perfected a simplistic lyricism that has wit, charm, and emotion. And unlike Pete Townshend, Davies doesn't gets caught up making some big or important statement--the genesis of "Holiday in Waikki," about the commercialization of Hawaii, and "Most Exclusive Residence for Sale," about a man who lavishes wastes his fortune, appears to be merely from curiosity, which sells their themes even better in the final product. A-
