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This Is The Day... Pop Will Eat Itself


“This is the Day, This is the Hour, This is This” was Pop Will Eat Itself’s second album, originally released in 1989. PWEI were an enormous influence for bands of the 1990s, from The Prodigy (with whom they collaborated on “Their Law”) to crossover acts like Clawfinger. Influenced by Renegade Soundwave, the Poppies took their style to the next level. What the Beastie Boys only alluded to on “Licensed to Ill” (1986) and Run DMC did on their cover version of Aerosmith’s “Walk This Way,” was perfected by PWEI on this release: rap vocals were joined by a shitload of samples from movies (“Blade Runner” and “The Warriors” among them), TV adverts and releases from other artists, a drum machine contrasted with heavy, distorted rock guitars. The result was a rap/rock hybrid, very different from the proto-industrial of Big Black or later industrial acts like Ministry, Nine Inch Nails, or even the band’s own 1994 release, “Dos Dedos Mis Amigos.”
According to guitarist/keyboardist Adam Mole’s liner notes (see, producer “Flood was a magician with the sampler and introduced us to sounds, styles, cut-ups and studio trickery that we never imagined.” Singer Graham Crabb (the only original member in the band’s revived 2011 incarnation) had special 12"s of the TV and movie samples made so they “could be scratched into the songs.” And it must have taken the work of a genius to meticulously arrange the samples in tune and in time for the refrain of “Preaching to the Perverted” before the possibilities of today’s computers were available. The album spawned the hit singles, “Can U Dig It?,” “Def.Con.One” and “Wise Up! Sucker.” The other standout tracks are “Not Now James, We’re Busy,” “Satellite Ecstatica” and one of the greatest songs ever written (in my opinion, at least): “The Fuses Have Been Lit” (goosebumps every time). This reissue includes 13 bonus tracks with remixes, etc., from 12" singles and EPs, among them “PWEI-zation” off the “Very Metal Noise Pollution” EP (1989) and an early mix of “92°F.” Absolutely recommended. Or rather, essential. “Riffs? Yeah! Can U dig it?”

Klaas Ilse | Dec 12, 2011


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