"Believe the hype" was the slogan with which Munich's DJ Hell launched his modish International Deejay Gigolos label into the mainstream as electroclash fever broke in 2002. Alas, judging by his new album, 41-year-old Helmut Geier has since paid rather too much attention to that forest of style mag cuttings hailing him as an electro icon. Recorded with help from the DFA's James Murphy, Alan Vega and Erlend Øye, NY Muscle sounds grimly regressive. Humourless and strangely clueless, Hell struggles to revitalise genres he loved in his twenties, like punk-funk, acid rave and electronic body music. Perhaps he should concentrate on running his label.
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