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Exclusive- Premiering ‘I’m Not’ the New Video from Iugula Thor

Choosing Your Own Brand of Evil

Choosing Your Own Brand of Evil

Iugula-Thor has never been what you’d call a household name, even within industrial circles, and yet Andrea Chiaravalli has been spinning a web of intriguing sound since the early nineties, when he turned heads with two astonishingly original releases on Minus Habens Records. Iugula-Thor has remained a near-mythical figure in the experimental/ noise/ industrial community and this year, BloodLust! has a special pre-Christmas treat for all in Choosing Your Own Brand of Evil, the first new full-length Iugula-Thor album in years.

As one might expect of an artist long linked with the black dada madness of Sigillum S (and joined here by Sigillum S band member P.NG5361.B), Choosing Your Own Brand of Evil is a heady thematic experience, explained thusly by the label:

You may find yourself asking, “Why is our current reality based in low vibrational reptilian brain frequencies?” Well, Choosing Your Own Brand Of Evil investigates such phenomena as the Dormant Conscious-Aware Mind, the Choosing Your Own Brand Of Evil Brain Mode and the awareness raising Iugula-Thor Shift. It does so over a backdrop of truly preternatural, avant-garde electronic music, that is distinctly Iugula-Thor sounding, encompassing their long, mysterious history and stylistically coming full circle to the band’s origins.

For the accompanying video for ‘I’m Not’, the band again chose to work with Dominic F. Marceau of F Squared Media, whose organic-motor visuals complement the Ballard-esque themes of carnal, organic romance and mechanization. (NSFW, folks!)

Graphic designer Daniel Regueira worked with vintage flora and fauna imagery provided by the band, weaving it into an overall landscape that cleverly blends analog and digital iconography, picking up on the fusion of sounds built by the band.

Choosing Your Own Brand of Evil is available from the BloodLust! web store on vinyl (limited to 500 copies) or as a digital download.


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