REVIEW: God Analog – ‘The Consumer Principle’

Over these last few years, California’s God Analog have been quick to establish themselves as one of the more innovative names rising on today’s industrial arena. Taking cues from icons of the scene such as Nine Inch Nails and KMFDM, their tenure to date has been filled with a pounding array of gems including ‘Flatline’, ‘Doll Parts’, and ‘Annihilation’. And with their reputation for bigger and bolder anthems continues to build, they are now looking to cement their legacy to date with the release of their eagerly-awaited debut album ‘The Consumer Principle’.

Featuring performances by members from Bush, Hinder, Ministry and OK GO, ‘The Consumer Principle’ looks to establish itself as a refreshing addition to the modern industrial aesthetic. While still very much akin to those dark and brooding textures the sound is known for, God Analog find themselves in a brilliantly adventurous guise, spreading their creative wings as often as possible. While it’s previously shared singles are certainly a highlight on this new record, tracks like ‘Retirement Plan’ and ‘Flow Morphia’ make for incredibly passionate listens as well, creating this wonderfully expressive feel throughout.

While they are certainly an outfit that wear their influences firmly on their sleeves, God Analog are still able to conjure a unique and distinctive direction in which to call their own. Brimming with this incredibly immersive atmosphere from start to finish, ‘The Consumer Principle’ sets them up as one of the more exciting names on the rise right now.