The Canadian artist descries the LP as "honest, flawed, with a little humour and slightly up its own ass."
It's Tristan Douglas's second full-length for the UK label, following 2016's RA-recommended Virtuous.scr. Speaking to its conceptual framework, Douglas explains: "In the past year, I found that ASMR, which I had previously used as a source of foley in my music, was a fairly effective sleep aid. I'd been using the videos in this way for a few months, when I noticed a popular ASMR YouTuber announced a plan to incorporate ads into her videos; quiet, subtle ads, woven into the content."
He continues: "What bothered me about this was that these ads would target viewers, such as myself, during times of semi lucid vulnerability. This disturbed me, and I unsubscribed. Sponsored Content explores this idea of subversive advertisement, at least superficially. It's obviously about the ubiquity of ads and the commodification of online content. The unlikely placement of ads in the music aims to force the listener to become hyper-aware of being advertised to rather than passively internalizing it.
"After the record was finished, it became undeniable that really it wasn't so much a concept record about advertisement; it's as much about intentionally devaluing the things I've invested myself into, and over-complicating my work. When I realized this, I considered taking the ads out, and playing the music straight. But I left the record as it is: honest, flawed, with a little humour and slightly up its own ass."
Listen to album track "Wait For Yengi."
01. Disable Ad Blocker
02. The New Industry
03. FIJI Water
04. Wait For Yengi
05. I'm Lovin' I.T.
08. The Hyper Individual
09. Commodity Fetish Mode
11. Don't Go
Planet Mu will release Sponsored Content on September 8th, 2017.