MUSIC: Apoc's "Brand New Thing"If you’ve been with us a long, long time then you just might remember Apoc as the man behind one of the stranger records we’ve reviewed here, the “Make Horns!” EP. That was about 3 years ago, and now he’s back with a brand new song and video, and it’s called “Brand New Thing”.
That review I just linked to somehow feels like it could use an update, simply because it doesn’t mention the long-term effects Make Horns! had on me. While I did give it a positive review, I started enjoying it even more as time passed, to the point where I really started digging in the quite sizeable Apoc back catalogue.
By the time I was done checking the old stuff I was really looking forward to brand new things from Apoc. “Brand New Thing” is a song about this thing that’s so new, so much better than the old thing, and so damn good and desirable that you just need to have it. You know the thing. The track is produced by longtime collaborator Earmint, and Apoc uses the hypnotic beat to deliver the abstract marketing braggadocio anthem you’ve been waiting for. “Says right here that it's fantastic / Already classed it among the classics / Crafted and casted in glass and plastic / so no man alive can ever outlast it” - that’s some hype we can finally believe. The whole thing wouldn’t work so beautifully if it wasn’t for Apoc’s absolutely killer flow, his humor and salesmanship skills so intense you’ll be reaching for your credit card before the song’s over. What is the brand new thing, anyway? Is it all the collectible shit I’ve been flooding my house with? Is it just a concept to build this whole commentary about being obsessed with consumerism around? Is it Apoc himself? Well, you can read the man’s explanation for it below the video, but whatever it is – I’m sold.
If you dig the song and dig the video, you can head over to this Kickstarter page, where you can get a digital download of “Brand New Thing” and help Apoc and director Scott Upshur get the funds for their next video. Go do that! And let’s hope we get more brand new things from Apoc soon. RELATED LINKS: - Apoc "Make Horns!" Review For more on Apoc, check out his official website and follow him on Twitter or Facebook. |
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