But You Can’t Go On Brand Loyalty, Can You?
A profile of the Social Registry
Words: bb
The trouble with the spectacle is its omnipresence. Damn thing’s everywhere; and who and how are you to know one way or another? The thing is, the spectacle’s a damn fine trick – the whole walk around real quiet-like until you infiltrate everything then rise up and stand before the public that already loves you; it’s one way to go about changing the world after all.
This comes up now, in reference to Brooklyn-based record label The Social Registry because the folks over at The Village Voice, back in October (we might make sense of that revolution talk yet), called them out by name and exposed the whole gag by naming The Social Registry the best new label in New York. In the last year a number of records have hit the shelves thanks to The Social Registry, but those releases only just happened to document the activities of, perhaps, the most ubiquitous label in the city since the turn of the millennium. Back in the Big Hype days of Williamsburg, Brooklyn the artists that make up The Social Registry’s roster were already staples, one way or another. One of those bands, Gang Gang Dance, now sit comfortably in the glow of critical delight after unleashing one of the most anticipated records of the year … at least in the art-rock scene.









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