Self
Gizmodgery
[Spongebath]
Rating: 6.9
Gizmodgery was recorded using only toy instruments.
There. Now we can conduct our serious record criticism like adults. After
all, upon hearing Gizmodgery a few times, I've come to the conclusion
that Self (aka Matt Mahaffey) could have ditched the schtick and recorded
this, his fourth release, with a couple guitars, a few synthesizers, a drumkit
and a decent sampler for all I care. Besides, now that we know what he was
going for, we might as well realize that Mahaffey's only trying to distract
you from the fact that not much else separates this record from the rest of
the pack.
There's nothing that screams "unique" about this music. In fact, it could be
pigeonholed into the mundane category of "quirky pop," or at best, into one
of quirky pop's vague subdivisions. And I defy you to listen to this record
without being reminded of other artists. I know I couldn't. At the start of
each new song, I'd add another artist to my mental Artists Self Has Been
Influenced By list. You can see how that might serve as a distraction. He
covers "What a Fool Believes," for Christ's sake, and without even bringing
anything interesting to it. What's the point?
Okay, one more thing, and then we can get to the good part of the record.
Mahaffey's love of noise and clutter seems to act as an excuse for running
low on decent ideas. Clear examples lie in the intro to "5 Alive" and the
entire following song, "Chameleon." In the case of the latter, Matt offers
a booming drum loop and some distorted noises, along with a repetitive,
nonsensical vocal line. The only break in the song is the bridge, which
features a sample of some drunk guy yammering. Only melody-- or silence--
would have provided sufficient relief.
Gizmodgery's strong point comes when Mahaffey starts actually having
fun. The album's kickoff, "I Am a Little Explosion," is a perfect introduction;
it's one of the strongest tracks, exuding the kind of childish, exuberant
energy that one might expect from a toy-lover. "Dead Man" is a marvelous slice
of power pop, trading off programmed beats and a synthesized harpsichord
progression with a Rentals-esque, power-chord-laden chorus. "Ordinaire" kicks
new wave ass, recalling Devo with alarm sounds, wacky guitar lines, and
caffeine-fueled hyperactivity. And "Miracleworker" gives me the perfect
chance to make the obligatory Beck comparison (and by Beck, I'm talking about
Odelay-era Beck), which, in this case, ain't so much a bad thing.
But the highlight of the album is "Trunk Fulla Amps," which has been clearly
designated as a single (yeah, wishful thinking, fella) with the inclusion of
a radio edit after the final track. The gist of the song: "Got a trunk fulla
amps, motherfucker," ad infinitum. But while that may seem weak in print, he
sings it with an infectious glee unrivaled by the rest of the record. Verse
by verse, Mahaffey trades off emulating his heroes (Queen, ELO... Danzig?), a
sign of his wry sense of humor finally working to his advantage. And the
instrumental bridge is simply beautiful, an unexpected but somehow perfect
transition into a smooth Brazilian-flavored interlude on subtly rhythmic
guitar and an uptempo bossanova beat.
Mahaffey has never made a cohesive record. Clearly, though, like all his past
efforts, the potential to craft a strong pop song around a catchy hook is
there, and it shines through the mediocrity. If only he were more selective
in his album-crafting process, then perhaps we'd have a Self record we could
thoroughly enjoy. It might take a little longer, but hell, I'd wait.
-Spencer Owen