Tuesday, October 1, 2013

Purity Ring, Another Latter Day 4AD Impurity

Still trying to build a 2.0 version of the reputation they earned in the mid 80s through mid 90s for nurturing unique and often counter mainstream artists, 4AD records offers us this band - one of their newer acquisitions - Purity Ring.  Their debut release entitled Shrines.

The packaging has all the finesse and intrigue that would normally suggest the creative integrity of a bonfide 4AD act, but that's kind of the one thing the label decided to hold onto when they began the process of surgically altering their once starving artist meets designer brand aesthetic. And it's blatantly obvious that when they signed Purity Ring, someone if not everyone, at the flailing label, had their fingers crossed that this band would be a harbinger for 4AD's reclamation of former glory.