The Prodigy

Coverage in Observer Music Monthly

The same day that XL Recordings released The Prodigy's eagerly anticipated album, 'Always Outnumbered, Never Outgunned', an underground collective of remix and mash-up artists released 'Always Outsiders, Never Outdone', a free download album featuring remixes of every track from the original. (Those downloading the album were encouraged to make a donation to War Child, Amnesty International and/or Nordoff Robbins Music Therapy.)

The download version, which was one of DJ Magazine's 'Top Tunes To Download' for two issues running, included my 'idiotech' remix of 'Girls' (the first single from the album, also released the same day). And Liam Howlett of The Prodigy told Xfm's Eddy Temple-Morris that this was his favourite remix from the collection.

A month after the album's release, Seattle-based ScreenPlay, Inc produced a video for my remix, with Jeff Nelson (a.k.a. Professor Jeff) putting in over 2,000 edits to the original.

Warner Music (the parent company of Maverick, The Prodigy's US record label) subsequently approved the re-worked version, and it was released on ScreenPlay's Vision Series VJ DVDs.

Screenplay also used their library of music videos (larger than MTV's) to create in-store content for retail establishments, such as Sam Goody/Musicland, K-Mart, Radio Shack, and Target - with their content exposed to an estimated 300 million viewers a month. And the 'idiotech' remix of 'Girls' was expected to be shown in over around 750 locations, including Macy's, JC Penny, Bloomingdale's, Sak's, Bon Macy's, Baker's Shoes, and many bars, clubs and mall stores across North America, and featured on the Nightlife video jukeboxes system in the US and Australia.

Coverage in Mixmag