Alcohol is cool, the media tells us so. Drink this and it makes you more appealing to the opposite sex, or flip that (not her) and buy someone this and you, again, become more appealing to them. This time because you apparently and obviously understand the depth of personality it takes to enjoy certain kinds of drinks and cocktails. More so than the dude sitting next to you, who guessed the lady would like a glass of wine. What an idiot!

My point is drinks/spirits advertising is clever. It kind of has to be, what with alcohol basically being a form of poison that is proven to cause more deaths than illegal drugs ever have. Still drinks are cool and have the ability to display alot about your personality at a glance. For instance –

– The guy necking beers with his buddies probably isn’t too bothered about where it comes from, it’s history or what goes in to it. What he does care about is getting it down and moving on to reach that sweet annebriated spot, where inhibitions are a thing of the past and volume control gets fritzed.

– The guy sipping a swisky, slowly and looking of into the distance, on the other hand, with a resigned look of deep thought on his face is probably more about the drink. He probably enjoys the hops and smokiness that comes with a good scotch. Letting the ice melt a little to take the edge of and get the most out of his purchase.

Both are massively broad generalisations but you get what I mean. With that in mind drinks people are becoming ever more industrious about how they approach their customers. For instance New Zealand born 42 below Vodka are currently mid way through  a push based around the theme of “Nothing” – “You Pay Nothing for Nothing “……. but nothing is actually free vodka soooo a good kind of something really. You rock down to a particular cocktail bar, give them nothing, more accurately something worth nothing like a box or a sugar cube and they give you a cocktail! Pretty simple but engaging and fun. This shows innovation, but experiential innovation. Something that creates a memory, and something you can share with others and then re-count at a later date. By association the spirit is shed in a good light and is regarded as those lovely people who gave you something for nothing….or officially Nothing for Nothing!

Check more on their Facebook page HERE


Spirit brand are notorious for making some of the sexiest, most intelligent and funniest adds ever.

Probably one of the greatest things i have ever seen, to this day. Everything about this video either makes you either want to surf or buy a guinness. The track from Leftfield is now one of the most iconic dance tracks ever and easily his most famous production.

I think the point we can take away is, brands and products now days are soo much about identity and association. There are psychologists who specialise in making people choose one product instead of another. It can be something as simple as where it is placed, the colour of the packaging or something more complex like the messaging.

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It wasn’t so long ago that I remember the intial explosion of that certain genre everyone dubbed “trip-hop”. Headed by Portishead, Massive Attack, Dj Shadow, Unkle et al. Those were some fairly magical times for me and I remember it with a warm heart and a steadily increasing feeling of frustration at the fact that no-one makes music like that anymore. Shadow has gone into some post hip hop funk that has not really come close to being as groundbreaking as his first album and the rest don’t really make music anymore or have gone in other directions.

I digress, I have not come here to bitch on Shadow, no, no, no, no, I have come to praise another mild mannered, funked out, free thinker with aggressive love for the mix down town and boom funk bang a rang ting!

Dj Krush is the specific cat of which I speak. I think we can all agree there are many things the Japanese do really well, like headphones, or cars, or sushi, or Samurai swords, another one has got to be dj’s and prodcuers. When they do it well they seem to do it with no regard of barriers and make such damn cool music everyone is going to be taken down the soul train and get their funked out down town boogie on.

Check out this mix Dj Krush did for RBMA Radio as it is good and you will probably enjoy >>>>>>>>HERE

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Open wide

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Future dead wife

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