Jeremy Allen included it in his Guardian piece on music genres that never made it but electroclash still lives on for some of us - hence my and my then-colleague John Rogers (aka johnbrnlvrogers) schoolgirl
squeals at the prospect of working with Wall of Sound Canadian DJ and producer Tiga. Not only is he insanely talented, he'd regularly reduce us to tears of laughter. "Guys, is any of this gonna enable me to buy a Ferrari? Can someone email me when I can buy a Ferrari?" was a typical response to a particularly long and boring chain of emails about various ways of enticing a radio producer down to his 2am headline set that he'd inexplicably been copied into (anyone who's been part of a music promotion team will know what I'm talking about). Likewise, the official video for the 'Shoes' single was typical of Tiga's twisted, camp sense of humour and didn't disappoint: http://youtu.be/lE2B8PfsvGk.
Then the EPK to promote the Ciao! album came in. For my non-music industry friends, video EPKs (Electronic Press Kits) are mini-documentaries that would be sent out to radio and tv producers to give them some insight into the artist. With the advent of internet promotion, it became painfully obvious how butt-clenchingly dull most EPKs are. Every online PR knows feeling of sinking dread that comes with the words "Can you sort out a premiere for this? The Guardian, NME or Pitchfork would be ideal," especially when accompanied by 10 minutes of single-shot video with the artist and producer sitting next to a mixing desk talking about production techniques. Not so with Tiga. If he ever stops making music, he'll have a fruitful career in satirical comedy. John and I hyperventilated for 10 minutes straight watching this. Click the main video above, and enjoy.