# Dancepunks DATAROCK Warn Against The Toxic “Rabbit Hole” Of The World Wide Web In New Single

- Link: https://www.nyrdcast.com/dancepunks-datarock-warn-against-the-toxic-rabbit-hole-of-the-world-wide-web-in-new-single/
- Published: 2023-07-21T14:30:00-05:00
- Author: Eugene Tierney

“Countless bands hedge their music with heaps of irony (arguably vice versa in some
cases), but few buttress it with DATAROCK’s  technical prowess… they also sport 
some of the slickest dance production in the biz, not to mention their effortless
traversing between neurotic post-punk licks and coked-to-the-gills 1980s synth pop.”–**_
Pitchfork_**

“DATAROCK’s ears are in the past, while its mind — juggling admiration, mockery,
irony and commitment — is fully in the present.” – **_New York Times_**

### **Dancepunks Datarock**

![DATAROCK](https://i0.wp.com/mcusercontent.com/f67b4587af2b2ef9aa80ed984/images/
9f0374f1-a288-fc02-479e-d75f81673fbe.jpg?resize=600%2C69&ssl=1)

### **Warn Against The Toxic  “󠀁[Rabbit Hole](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=d9e7adbc7c&e=615f2b8493)󠁿” Of The World Wide Web In New Video And Single**

#### **New Album **_**Media Consumption Pyramid **_**⏎ Out Sept 29th _via_ YAP Records

**
JULY 21, 2023 [Bergen, Norway] — 
“’[Rabbit Hole](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=0d202a3b9f&e=615f2b8493)’
is all about falling into the nefarious echo chambers of online rabbit holes.” explains
DATAROCK’s mastermind and frontman Fredrik Saroea. The synth-heavy track, seasons
New Wave flavors that infused their first single “Heart Shaped Circle” but with 
a harder kick. Taken from their forthcoming album _Media Consumption Pyramid _(release
date: September 29, 2023_ via _YAP Records),_ _“Rabbit Hole” is, as Fredrik explains,“
inspired by both Happy Mondays’ baggy Madchester swag and David Byrne’s preacher
man style delivery with text and melody.”

DATAROCK’s haunting new A.I.-generated video for “Rabbit Hole” was created in conjunction
with [**Aldea **](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=b6d9e8a396&e=615f2b8493)
[**– Center of Contemporary Art, Design and Technology**](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=aa8ad19c1b&e=615f2b8493),
crafting a video that’s both fascinatingly surreal and visually ominous. “The inspiration
is from Lewis Carroll’s 1865 classic Alice’s Adventures in Wonderland, mixing his
words with quotes everywhere from The Wizard of Oz to _The Matrix,_” Fredrik explains
of the video’s mashup of fantastical elements. 

“When we prompted the A.I. to generate the music video, we added a dose of H.R. 
Giger to give our animation an eerie feel,” adds Fredrik, referencing the biomechanical
Swiss artist most notable for creating the xenomorphs for the _Alien_ film franchise.
Art collaborators Aldea futher explains, “we’ve utilized cutting-edge technology
to produce a series of music videos, each distinctively crafted for four tracks 
from their new album…..in the world where A.I. meets creativity, these advanced 
models translate the core emotions and narratives of the music into compelling visual
experiences.”  

DATAROCK — Rabbit Hole [official music video]

[⌊DATAROCK — Rabbit Hole [official music video]⌉⌊DATAROCK — Rabbit Hole [official
music video]⌉
Watch this video on YouTube

**DATAROCK – “Rabbit Hole” Official Music Video**

First exploding into the mainstream in 2006 with their catchy single “[Fa-Fa-Fa](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=c4a0b88df2&e=615f2b8493),”
DATAROCK adds a new chapter in their history with their upcoming album **_Media 
Consumption Pyramid_** which was inspired by tragic events that Fredrik witnessed.
He explains, “As we were rehearsing for the 15th-anniversary tour of our debut album[
2005’s _**Datarock Datarock**_], Covid lockdowns shut it down before it even started.
So in lieu of touring, we’d kinda found back to where it all started – by getting
back deep into our earliest material.”

While working on the new material, Fredrik revisited a horrific event that shattered
Norwegian’s normally placid reputation. In 2011, the band performed in Utøya (an
island in Norway) the night before 69 people were killed and 100 injured by a right-
wing terrorist. Plagued by survivor’s guilt and grief, the band suffered from the
emotional toll that draped them and the country.  Eventually pulling out of the 
shroud that enveloped them, they emerged restored but no less affected.  

![](https://i0.wp.com/mcusercontent.com/f67b4587af2b2ef9aa80ed984/images/787c7375-
b4c2-587e-330c-433b609ed1db.jpeg?resize=450%2C257&ssl=1)

**DATAROCK**

“Man, trying to regain some sense of safety and balance got harder and harder,” 
he replies. “The two last releases [2018’s **_Face the Brutality_** and 2019’s _**
A Fool at Forty**_**_Is A Fool Indeed_** EP], kinda felt like an end to that chapter.
With this new album, it feels like we’re starting something brand new – more based
on the joyous ‘innocence’ of the early days of DATAROCK, both creatively and in 
regards to letting ourselves be a bit confrontational, tongue in cheek, not taking
anything to seriously, and even in regards to not allowing ourselves to be terrorized
by threats.”

Turning a new leaf, DATAROCK began to regain their old roots, becoming their youthful
selves again and enjoying the moment. Fredrik adds, “That is the nice thing that
came out of a dark time of COVID lockdowns was enabling us to move on from a long
period affected by our part of Utøya in ways we probably didn’t even know we were
affected, we kinda came back to being that group of weird friends hanging out in
our rehearsal space/studio making music for ourselves and each other again like 
on that very first album.”

An energetic and masterful album that combines music and message, _Media Consumption
Pyramid_ finds DATAROCK in a beat-frenzy, mixing and matching Madchester’s acid 
disco, synthpop’s textural soundscapes, and New Wave’s oontz-oontzes.

“The first tracks I finished were ‘**Tick Tock**,’ ‘**Digital Life**‘ and ‘**Video
Store**‘ due to our insatiable, undiscerning appetite for digital consumption – 
made scarily clear to me during the pandemic, and the absurd consequences easily
manipulated to provoke in our day and age,” Fredrik explains.

From the call to vote in “Tick Tock,” to the baggy trousers-inspired “**Rabbit Hole**”(
which could feel comfortably at home on Happy Mondays’ epic _Pills ‘n’ Thrills and
Bellyaches_), to the jerky rhythms of the James Chance & the Contortions-inspired“**
DISCObedience,**“to the breakbeats of **“Metaverse,**” the album is a refreshing
and energizing splash of color in the current rather gray music world. 

“_Media Consumption Pyramid_ is an eclectic collection of electronic tracks dancing
to the beat of our insatiable, undiscerning appetite for digital consumption – but
it’s also a celebration of the fact that we got all the seven original DATAROCKers
to come back out and play again after years in hiatus” says Fredrik. 

Adding to the excitement of the new album, DATAROCK will be performing at the **
Öya festival** in **Oslo, Norway **on **August 9th**, playing after the New Wave
legends **DEVO**.   

![](https://i0.wp.com/mcusercontent.com/f67b4587af2b2ef9aa80ed984/images/e4b4f0c7-
0acb-4a5f-6aa0-dcf6638001a8.jpg?resize=250%2C250&ssl=1)

**DATAROCK**_** **_**_Media Consumption Pyramid _
Album Artwork

[[**DATAROCK**_** **_**_Media Consumption Pyramid _

**Tracklist:**
1. “Armadillo Pt. II”2. [“Heart Shaped Circle”](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=41a174712c&e=615f2b8493)
3. “Metaverse”4. “[Rabbit Hole](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=7f2e2eb077&e=615f2b8493)”
5. “DISCObedience”6. “Tick Tock”7. “Video Store”8. “Aeon Flux”9. “Digital Life”10.“
Armadillo Pt. II”11. “[Double Vision](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=dc1ce73964&e=615f2b8493)”(
Bonus Track)

Formed in Bergen, Norway in 2000, DATAROCK made a huge splash across multiple media
in different formats. Their music was not only massively embraced by the dancepunk
community but also widely used across multiple platforms.  Their breakthrough single“**
Computer Camp Love**” placed at #88 on Rolling Stone’s “**100 Best Songs of 2007**.”
Many of their singles including “**Fa-Fa-Fa**,” “**True Stories**,” and “**Give 
it Up**” were sync’ed across multiple platforms including commercials for Apple’s
Nano and Coca Cola, on videogames such as _The Sims 2: Free Time_ and _FIFA 09 _and
_10_, and on TV shows such as _Chuck, Jersey Shore,_ and _Yo Gabba Gabba_.

While easily recognized for their coordinated matching tracksuits (originally red,
but switched over to black in 2018), DATAROCK did not rely on a shtick for attention.
Instead, as All Music Guide lauds, “DATAROCK doesn’t use humor as a crutch but instead
as a coat rack, so to speak, to hang their excellent productions on… they appear
capable of spinning virtually any musical idea into gold.”

**DATAROCK** is guitarist/vocalist **[Fredrik Saroea](https://www.nyrdcast.com/tag/fredrik-saroea/)**(
_Rock Steady Freddie_), bassists **Ketil Mosnes **(_Ketel One_) & **Thomas Larssen**(
_T-Man_), Casio-operator **Stig Narve Brunstad** (_Stig The Mystical Casio Operator_),
keyboardist/saxophonist **Kjetil Møster** (_Ketel Two_), and drummers/percussionists**
Øyvind Solheim** (_Ike Andy_) and **Tarjei Strøm** (_LA Gear_).

_**Media Consumption Pyramid**_ was engineered by **Øyvind Solheim**, mixed by **
Steve Dub, **and mastered by **Mike Marsh** and will be released on **September 
29, 2023 **_via _**YAP Records. **“[**Rabbit Hole**](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=9419bb78c4&e=615f2b8493)”
is Mixed by **Mark Rankin**, and is available on all streaming platforms now. 

**Social Media:**
[Twitter](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=f64c920074&e=615f2b8493)
| [Facebook](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=dda1661791&e=615f2b8493)
| [Website](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=d3e69ae58f&e=615f2b8493)
| [Instagram](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=334f1fa612&e=615f2b8493)
| [YouTube](https://reybee.us13.list-manage.com/track/click?u=f67b4587af2b2ef9aa80ed984&id=a06ef5194b&e=615f2b8493)

[[

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