“Moldover’s new CD, over 3 years in the making, not only delivers gorgeously diverse music with meaning and musical mastery, it completely redefines what it means to “play an album”… Moldover’s CD packaging itself IS a new musical instrument! The CD is mounted on a custom designed circuit board, intricately patterned and powering a “light-Theremin”. Yes! You play the artwork and it makes sound! Only the musical supervillain genius of Moldover could develop something so stunningly innovative.”

Moldover got a little grumble over at Hypebot though – When Marketing Overshadows the Music – the author states: “This YouTube video shows just how innovative and fun the packaging is, but fails to do almost anything to showcase the music that Moldover says took three years to record.” Hypebot readers’ comments didn’t quite agree with the author’s opinion: “Look, it’s totally awesome what he did and if you think it “doesn’t focus on the music” enough… I would ask you, has the conventional major label delivery system been focused on “the music” at any point in the last 25 years?” Another reader thought the album’s circuit board and video an “awesome tech artifact, a good viral video” – and two readers exchanged digs between themselves (virtually, of course).

Whether the “Marketing Overshadows the Music” or not – one reader summed it up “they pulled a viral stunt that will get people talking about them.” Indeed they did! These days, artists have to get people’s attention amidst countless other distractions however they can. When marketing is fun, it’s a win win situation – and fun is what Moldover appears to have had marketing his music.