Reckon Damon sat at home and thought of that one? Already, the Gorillaz’ return feels less like a group of mavericks operating in some musical wasteland on the edge of civilisationetcetcetc and more as if every boardroom in the Western world has sprung to life with marketing gurus scribbling ‘MAINSTREAM VS UNDERGROUND’, ‘ASDA BUYERS VS PUNK KIDZ’ on flipcharts. It speaks volumes that legal downloads of the splendid lead single ‘Feel Good Inc’ became chart eligible – thanks to a limited run of vinyl, issued to record shops simply to satisfy chart regulations – in the very week that downloads first qualified in the UK charts. None of this is a happy accident, and nothing has been left to chance. Where 2001’s ‘Gorillaz’ began life as an elaborate and self-indulgent vanity project and accidentally turned out to be quite good to the tune of six million copies sold, ‘Demon Days’ is, alongside the Coldplay album, one of 2005’s biggest bankers for EMI. For this second album the music steps up a gear to compensate for that conceptual shortfall by conjuring a unique mix that’s darker but often more accessible than its predecessor and strutting around very much like the ultimate pop album, but that’s not the only significant development. Gorillaz, now, are no more than a normal band. We don’t think, ‘Hold your horses, cartoon characters can’t make albums’ – we just wonder how Gorillaz sold so many albums in the states when 2D’s teeth were such a state. Of course, nobody would suggest that Damon Albarn is a cunt – he was far too pretty in his twenties to ever be truly hateable – but if you need proof of how far we’ve come since the first Gorillaz album dropped four years ago, look no further than how unextraordinary the band’s high concept shenanigans seem now. You are, to all intents and purposes, a cunt. Congratulations: you’ve just invented the Crazy Frog. You’d pair your popstar with the world’s most can’t-get-out-of-your-headable tune, and once the entire project reached critical mass, you’d whack out a single. And since we live in such modern times, you’d promote this new popstar not through the conventional channels, like the gig circuit or CD:UK, but through some semi-interactive platform, to really make the whole thing come alive. You’d do something to make sure The Kids’ parents didn’t understand the appeal – it’s the punk rock way, after all.
If you were to invent a pop act right now, where would you begin? Well, human beings take too many drugs and start boo-hooing when they don’t get their own way, so you’d create something, like a cartoon character, to front the whole shebang.
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