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ASH
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It certainly was an original marketing ploy. On the day that new LP Nu-Clear Sounds was
released, Ash travelled the nation, playing instore at the Virgin Megastores of the four
capitals of the UK. Was it a record? Would they do it in time? Who cares - they had their
own private "Ash jet" and were therefore cool beyond reproach.
After being told that we would have to make some real noise to rival Cardiff (cue unnecessary sheep noises) earlier that day, Ash appeared. Or rather, didn't. Ash as a band seem to be a bit on the vertically challenged side. The only member visible unless you were right down the front (I was right down the back - I'm getting on you know) was Rick, and only because he was on a drum riser. If I stood on the legs of one of the CD racks, I could just about make out the top of Charlotte's head, but did then run the risk of falling flat on my arse, so for the most of their 30-minute set I contented myself with listening to the pop punk heroics of Ash whilst I watched a Simpsons video on one of the instore TVs. First song to provide a soundtrack to Homer's adventures was a marvellously spiky "Girl From Mars", setting a sizable mosh pit jumping around the stacks of CDs, which were practically begging to be stolen. However, the security who were practically breaking your legs if you so much as looked at anything with a bar code on it deterred such endeavours, allowing us to concentrate on the music. The short set was essentially a greatest hits package, containing a few nuggets from the new LP. "Oh Yeah", "A Life Less Ordinary", a anarchically speedcore "Kung Fu": all were familiar and beloved by most of the crowd. "Jesus Says" was a particular highlight from the new material, as was a slower number whose name I didn't catch. Then as the last cymbal crashed around the dying embers of "Kung Fu", they were gone (basing this on the music stopping more than visually witnessing them depart), leaving a shop full of hyped-up kids, and several racks of Ash CDs for sale. Now that's what I call marketing. Me, I was skint, but I still left happy. |