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Pretty In Purgatory release new music video for their first single

Pretty In Purgatory

Designing and creating a palpable and digestible image for a band is an industry all unto itself. There are a fair few bands that don’t strive for a gimmick, or a particular identifiable image beyond all wearing the same “metal uniform”, but of course there are some bands that design their sound all around their image, and it becomes their entire identity.

When I received the press release for Pretty In Purgatory and saw their look, I thought to myself that it was another Deathstars/Marilyn Manson knock off, and you know what, they are, at least where image is concerned. However, I was surprised to find that musically, the band, while not groundbreakingly original, certainly takes a more abrasive edge than what you’d find in the goth genre.

At times, they deliver a heavy enough groove to sound like they belong in a family with Meshuggah, and the industrial parts that are present in the music are often quite confrontational, rather than poppy, making this a surprisingly odd and decent listen. This is the start for the band, and right now they’re just posturing and setting up their image, but musically they may just have some legs here. Check out the moodily shot video below:

Pretty In Purgatory are positioning themselves as a distorted portrait of our culture’s fascination with fame, fortune & celebrity lifestyle. They reckon that what many people often view as glamorous, is actually just a macabre public display.

We intend to take that which is mistaken for being beautiful, alluring and unattainable, and exploit it for the grotesque reality and dissociative detachment that it actually is.”

The band also claim to be the creators of “Nu-Goth” by blending abrasive tonalaties with harsh realites and avant garde appearances. Micaela Purgatory has more to say on the subject:

“Our civilization is blinded by the stereotypical cliches of what makes up beauty, success and creative individuality; we speak for the ones liberated enough to live outside the conventional norms of society. The ones who are open minded and don’t reside in any particular niche, but rather develop character through influences which they carve into their own personal identity. These souls make up a pact we call “the cult of purgatory” We all have inner voices, it’s just a matter of which path we decide to take”

Pretty In Purgatory was started earlier this year by Micaela and guitarist Nikk Skum who has this to say on the project:

“We are living in a dark renaissance period in human history. The cold realities of failing economies, war, violence and overpopulation spanning the entire globe; are juxtaposed by the beauty, intensity, realism and transrealism being displayed in our art, film and music. we’re all just human. Trying to get by the best we can with what we have to work with– and IMHO, segregational barriers of genre and lifestyle are crashing down all around us… This is a dark and beautiful time to be ALIVE!”

In short,as you can see this is a band that are trying to build themselves an image and reputation built on their desire to “break boundaries”, even though, in reality they are doing no such thing. It’s funny how when bands start to throw around big words and pain their faces, audiences often forget that this is supposed to be about the music. Now, this isn’t a condemnation of the fact that the band are seeking very transparently to cast themselves as a brand, in fact, I think it’s something that should be celebrated as it becomes harder and harder in this industry for new bands to make waves. But don’t ever try to suggest that you’re dressing avant garde when you’re just wearing goth face paint and leather – you’ll insult my intelligence.

All in all, Pretty In Purgatory may have some mileage with their music, which makes a change for bands that try and craft a strong image and marketing brand too early. Their first EP will be released early next year and will be followed by a tour. If the whole EP sounds like “Voices” this may be well worth a listen.

What do you guys think? Is it too derivative for your tastes? Does Quigs have a point? Is he talking rubbish? What are some of the best “brand” bands that you can think of? Sound off in the comments!

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