Devo: Fresh / What We Do

devo_fresh

Format: 12″

Label: Warner Brothers

Country: US

Year: 2010

Price paid: $15

Purchased at: Angry Mom Records, Ithaca NY

 

So fresh it almost makes me want to cry

So fresh it’s givin’ me a second life

A Record Store Day exclusive, the blue vinyl twelve inch was released in advance of the 2010 album ‘Something for Everybody.’ Despite generous press coverage and appearances at such varied venues as the 2010 Winter Olympics and ‘Live! with Regis and Kelly’ the album only managed to squeak in at #30 on the US Billboard 200 (#164 on the UK Albums chart) and ‘Fresh’ failing to chart at all… but Devo’s brilliance can’t really be conveyed chart placings or how many records sold.

If not as immediate and crucial as their early 80s work, ‘Fresh’ is at least on par with their ‘Shout’-era output (1984) and certainly surpassing anything that appears on the lackluster ‘Smooth Noodle Maps’ (1990.) Witty, sarcastic, and consciously disposable. The B-side ‘What We Do’ is arguably the stronger track of the two; the video is an impressively efficient spoof of the band’s most iconic motifs…

Speaking of iconic motifs, the sleeve art is a slick minimalist treat, literally upending the energy dome and reducing it to a vessel for phallic fruit, a delightful bastardization of the band’s most recognizable counterculture emblems. Well played.

Oh, did I mention it’s on blue vinyl?

 

devo_fresh2

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