Hooverphonic’s “This Strange Effect” is featured in a commercial for the Motorola SLVR. I feel safe in saying the general motif of the advert is “the latest, coolest, thing”. Blue Wonder Power Milk, though, was released in 1998 — ancient by late cool thing standards. My undefended thesis: the prevalence of online music services over the last few years has shone a light on acts which were only known by music geeks prior, and since the mainstream audience has never had them presented to it, much of this stuff is cool despite being old.

Unrelated postscriptum. Blogger’s spell-check replaces ‘hooverphonic’ with ‘overpayment’.

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