The Null Device

Headfirst (or perhaps second)

If you want to see where the musical zeitgeist was 18 months ago, look at what Goldfrapp are doing. Pop-cultural cool-hunters par excellence, they mine the rich seams of the underground, find trends with legs and repackage them for mainstream consumption, exploding them into the public consciousness, and have successfully held this niche in the music-industry ecosystem for over a decade. Their d├ębut, Felt Mountain, took Morricone-infused trip-hop sounds and moulded them into what became the soundtrack to every upper-middle-class dinner party in the UK. After that, they turned on a dime, discovering electroclash and dragging it into the mainstream in the form of not one but two albums of mildly sexualised glam-electro, before getting wind of the wickerfolk trend and new appreciation of the output of the BBC Radiophonic Workshop, fishing it out of the underground and presenting it to the world as Seventh Tree (an album even whose title seems to have been a homage to underground freak-folk band Voice Of The Seven Woods).

Which makes one wonder what Goldfrapp were going to do next. I was thinking afrobeat or similar exotica. But no, it looks like their next album is going to be Empire Of The Sun-style glo-fi. The only problem with that is, of course, that Empire Of The Sun were themselves a project (a supergroup comprised of two musicians from successful major-label projects) repackaging trends from the underground (essentially Cut Copy-style indie-house with the somewhat dated New Wave/New Orderisms replaced with the recent "yacht rock" fad) for the mainstream, and to considerable mainstream attention. It remains to be seen whether or not they have scooped Goldfrapp by getting in first, or whether Goldfrapp will pull it off for a fifth time.

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