You can feel the hype building on Theophilus London; it's the kind of hype driven by a big wheel turning - steady and steam rolling. Whilst still enjoying the success of his Maximum Balloon collaboration and the press that's been deliberately gathering in his name, we feel that Theo's somewhat DIY feel backed by big budget ideals are bound to explode into some kinda stardom by the time his album drops.
Between M.I.A.-isms and Kanye-isms and their hyper ir/regular bouts of -ism spouting, it can get a little hard to keep up. And it's kinda tiring. For me, it almost makes whatever they're releasing beyond the question of whether it's even good or not. Instead I find myself silently asking, "Do I actually care this week?"
[Ed's note: Indulge me that second of jaded laziness - I do care! Just not right this second]
Anyway, my point is, Theophilus seems to have been just as lethal bizzay as Mumma M.I.A. and 'Ye of late. His most recent offering consists of having taken The xx's ubiquitous remix of Florence and the Machine's cover of 'You've Got The Love', rapped over it, and laid it to track some footage from the '96 Olympic Games. How much more po-po-mo can you get (post post modern, darlings)?!
Obviously, Theophilus doesn't do *that* much to the track, but somehow, he does add something to it. It's that darn x-factor again. And also some supremely clever moves in terms of building up more mainstream appeal/attention in the lead-up to an album release.