They're calling it the “one of the coolest bits of promo you'll ever see,” and who are we to argue?
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We already know that the dudes behind LA/Costa Mesa dance-rock act Pop Noir are creative. The McGarry twins (Joe and Luke) are both supremely talented illustrators, drawing most of their own show fliers and also images for local publications that can be seen here. So it's not a shock that they came up with something novel to promote the release of their four-track release (they're calling it a single, but it has four tracks!) “DIY,” out online and “limited edition 7″ vinyl” on November 16.
That novel something is a 20-page digital magazine celebrating all things Pop Noir. Well, it's actually more of an electronic press kit than a magazine; with elements like band member bios, pictures and the video for “DIY” presented in magazine form. Still, definite points for originality, check it out here and get ready for a whole lot of shots of the McGarry bros looking hipper than you could reasonably hope to achieve. There's also clips of past press the band's gotten; don't overlook Hobey Echlin's Locals Only on the band from some 29 months ago.
Sure, phrases like “shimmering streams of chiming guitar cascading over deep, dark undercurrents of bass and drums” sound a little overly flowery, but that's the whole point of publicity materials, isn't it? The fact that Pop Noir put so much thought and effort themselves (thus the title “DIY”) into something like this to get the word out on their new release is definitely heartable, and they have one really big thing to promote: a November Monday night residency (they're call it “Noirvember,” 'course) at Detroit Bar in Costa Mesa. Before that, though, they're opening for fellow synthpoppers Dragonette this Saturday. Those guys are Canadian. All shows highly recommended for anyone who enjoys fun.
