BAIT – TV Personality

Posted: 16 March 2022 in Singles and EPs
Tags: , , , , , , ,

Cool Thing Records – 18th March 22

Christopher Nosnibor

Ahead of the release of their second album, Sea Change, BAIT social critics and all-round ragers blast us with another taster in the shape of ‘TV Personality’.

Sonically, it’s something of a departure from previous outings, in that they’ve dialled back the abrasion a few notches. That doesn’t mean it’s by any means tame, since they’ve been pedal-to-the-metal pretty much all the way so far.

The synths are more prominent on this compared to previous releases, and with a bouncy, processed-sounding bass, it’s very much in the in the vein of mid-80s industrial, like pre-Rape and Honey Ministry (think ‘Every Day Is Halloween’), with a dash of Pretty Hate Machine Nine Inch Nails and a big greasy slap of Big Sexy Land Revolting Cocks. It’s all in that pumping bass groove that nags away like an old-school console game. It’s also their most overtly melodic song to date, meaning that the obligatory Killing Joke reference places it alongside ‘Love Like Blood’ rather than ‘Money is Not Our God’.

Lyrically, it’s not so much of a departure, and we find the guys running rampant in their domain of railing against mass-media, manufactured culture and their numbing effects. Television is still the opium of the people – only now, with the advent of 24-hour rolling news media beaming plague, disaster, and war into our homes via infinite devices, we’ve got a direct injection of fear being pumped into our eyeballs the second we open our eyes. And so, while twitching with terror, people seek the comfort of mental chewing gum like game shows, and so-called ‘celebrity’ shit, whether it’s dancing, skating, baking, or eating camels’ anuses and gnats’ chuffs in the name of entertainment.

Reality TV isn’t real, TV ‘personality’ is something of a misnomer, since practically every word is scripted, every move staged, hair, makeup, camera angles all as controlled and contrived as the filtered selfie snaps on Instagram. And here, amidst the relentless wash of fake shit, BAIT are keeping it real.

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BAIT - _TV personality_ _ Artwork

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