Boomkat Product Review:
On his absorbing 2nd album for Planet Mu, Canada’s Antwood becomes the latest artist to take cues from the world of ASMR (Auto Sensory Meridian Response) after making sampled references in his debut LP, Virtuous.scr.
However, with Sponsored Content, do not expect an album of soothing tones and pleasing haptic rustles; rather it is a fractious, uncomfortably sensuous set written in response to the artist’s dissatisafaction with a popular ASMR YouTuber incorporating sponsored content - advertisements - into her videos, which Antwood was then using as a sleep aid.
Sponsored Content is therefore on the surface an album about, in his own words “the ubiquity of ads and commodification of online content”, but ultimately as he came to realise, it was just as much about “intentionally devaluing the the things i’ve invested myself into, and over-complicating my work”. Simultaneously serious in concept but playful with it - as any record dealing with ASMR has to be, really - the result is a strangely hyperreal sort of avant-pop experience, quite explicitly so in the extreme autotune application of closing track, Human or with a sort of James Ferraro meets 0PN at Visionist’s aesthetic for the majority, with highlights in the fibrillation designs of ICU and the grimy trap tang of Commodity Fetish Mode or the sublime thizz of Don’t Go.