The heavy hand of this Canadian producer has provided an album full of diverse concepts and will either be loathed or loved.
Parked up at a red light on a residential street, an old lady crunched over her shopping trolley stares in the window at you with a look that suggests you have either eaten her last ham sandwich or you stole her parking space. Suddenly you realise your window is down and Deadmau5's Album Title Goes Here is not only blaring from the stereo, but you have the bass on five! Oops. At this volume, this album will positively land you in the broad and unexplainable stereotype of a delinquent; better roll the window up, it would appear progressive house is not that lady's cup of tea.
If you like previous albums from Deadmau5, then this will be no let-down. The mouse helmet is definitely intact on Joel Zimmerman's head for this one. Also, if like many others you rely on Deadmau5 to keep your legs moving on your exercise playlists then again, this will be no let-down as long as you merge it with others and utilise the curious 'shuffle' button. Why? It's not the most consistent album in the world; hell, the genres aren't even consistent. You are casually swaying and relaxing to Sleepless and then smack... you come across the odd appearance of Cypress Hill on Failbait before you revert back to your casual sway with Telemiscommunications and the sweet vocals of Imogen Heap.
But maybe it's this very inconsistency that makes the album enjoyable and a serious piece of marketing. Maybe its effectiveness lies in its unambiguity. Regardless, the heavy hand of this Canadian producer has provided an album full of diverse concepts and will either be loathed or loved.