If it hasn’t started already, there’s every chance that legal threats against NiKE7UP are on their way. If Xerox Teens didn’t last too long against the photocopying giant, it’s unlikely that one young man will be able to survive against the world’s most prominent sports brand and Coca Cola company. But adapting, plagiarising, sampling, stealing, borrowing and reworking are the the very heart of his work, putting pop music through a a rainbow of distortion, the end result being somewhat akin to an aural assault.
Britney Spears, Rihanna, The Spice Girls, The Beatles and many more have been chopped up for the works, which draws on the atmospheric of the witchhouse scene, using it as a background for this overwhelming pop-culture montage. Original samples are bent out of their original shape, sped up and slowed down, pitch lowered or raised, barely recognisable. These are all merely puppets in an elaborate show – whilst most remixes focus on the strengths of the original, NiKE7UP has no regard for the intended purpose, shoving incompatible tunes together and making it work. It’s beyond weird, this sugar rush of ideas and barely contained energy, but it’s brilliant. The new wave of darkly ambient electronic acts have been waiting for an artist who could conceivably fill a mid-week dance floor, and it looks like they might’ve been found. Whether or not this select of inspired remixes and edits will ever be able to get the mainstream approval they so desperately deserve, in their current form at least, is highly unlikely. Expect to hear NiKE7UP under a different name, playing different, equally excellent tracks once the writs from the multinationals have finally lapsed.
NiKE7UP – U R NOT ALONE NIKE7UP R O F LONELY MIX