A metric assload of press releases pass over my desk here at Castle DTC and most of them “accidentally” fall into the firepit. It’s not that I don’t want to get the word out on great new music it’s just that…well, if the press release sucks than I’m sure the music ain’t that great either – though you should bear in mind there are exceptions to every rule. And most press releases are of the “blowing smoke up your ass” variety, overstating talents and making it seem like each release is album of the year! After you’ve listened to a few album of the year! candidates and came to realize they were nothing of the sort you tend to get a little jaded.

Truth be told, at this point every press release tends to piss me off. Just once I’d like to get an honest blurb about a band’s backstory, their strengths, a description of their sound and how the album compares to previous releases. Save the album of the year! declarations for the critics.

Like me.

Anyway, some good ways to get your press release noticed are through cleverness and appealing to the readers’ interests. Take whiskey, for example. I’m a big whiskey fan. So when Germany’s Hymen Records floated the following release our way I took notice;

Cask strength is the term used in whisky making to describe the strength of whisky (in a cask) during maturation. This strong whisky is not the one that is usually bottled, as at cask strength the whisky isn’t as drinkable. Most bottled whisky is normally diluted with spring water to bring its strength (alcohol by volume) down to a level that makes it more palatable, usually about 40%. while the majority of whisky bottled by distillers is watered down, some whiskies are bottled at cask strength, which is about 64% abv.

I really had no idea where they were going with this or why they chose to send me a copy and pasted Wiki entry but hey, I love all things whiskey related so I was appreciative. Although “barrel proof” is more often used in reference to cask strength. And I would certainly disagree with the assertion that “at cask strength the whisky isn’t as drinkable.” I’ll take a Bookers or George T. Stagg at 142 proof over that watery 80 proof Jack Daniels swill any day (“proofing” is simply a matter of doubling the alcohol content percentage).

Aaanyway…

Imminent Starvation has been a leading light in the intersection of powerful industrial music and advanced electronics. Incessant technoid rhythms, twisted electronic noise and cold, sinister atmospheric textures are the key ingredients in Olivier Moreau’s musical spectrum. After finishing Nord / North in 1999, he destroyed his mixing desk, gave away the pieces as part of the limited Nord release and shortened his moniker to Imminent. After the name change he produced remixes for Sonar, Iszoloscope, Orphx and others, appeared on compilations, performed live and collaborated with Synapscape as ‘the incredible three.’ Furthermore he constantly worked on this new full length album – which has now been completed.

That’s a great bio. And it isn’t even written in hacked Engrish which is a huge plus. But I still had no idea what that had to do with whiskey.

Like any good whisky that has to mature for at least 10 years in a cask, it took the same time for this release to maturate – and it was worth awaiting the ripening. Indeed the music is comparable to a cask strength whisky’s taste: raw, aggressive, powerful, without any concession or any additive to dilute its true nature, but it also includes a lot of complexity that awaits to be discovered by a true connoisseur. Straight beats interwoven with sophisticated breaks, brilliantly placed samples, intertwining powerful atmospheric synth textures and forceful distorted sequences (without inhibition) form into the sophisticated style of industrial music Imminent is known and loved for. 64 minutes of music – just like a 64% abv bottled cask strength whisky contains – taste it and full satisfaction is guaranteed!

AHHH! Okay then. Clever tie-in. The act is Imminent and the album is Cask Strength. Of course I had to check it out. And I’m pleased to report it’s actually quite good. You should head on over to Imminent’s MySpace page and listen to the selections available.

Check out some of Hymen’s other artists as well. You Dubstep freaks are certainly going to want to hear the latest Defrag CD. Hymen’s got their own MySpace page where you can sample quite a few of their phenomenal artists. They’re an imprint/offshoot of Ant-Zen and if you’re not familiar with their artist roster you’re a little behind on some of the best and brightest in electronic these days.

Aaand now I need a drink.