Then things just got weird and bad, and then things got quiet as a new year of lackluster releases and “chillwave is the new shit-fi” became this weird banner we (the people who write about this stuff) became disgruntled about.

So now we have Wavves, 2010. New album is coming out during the dog days of summer, and after a few quick listens, it sounds like Williams is attempting to be the next Rivers Cuomo, but post-Pinkerton Rivers Cuomo.

That’s a shame, because in a perfect world, Wavves could just fly under the radar and give us an album that is just one big “fuck off, I’m awesome and worth the hype”, but instead we get him doing the least awesome thing I can think of: releasing his first single to the world via the music website of that soda that kills your sperm. Which is fine, I don’t have any attachment to Williams or his music. I’m not going to find the guy and tell him he’s a huge sellout because he’s taking money from Mountain Dew. I’m not fifteen anymore, I’ve accepted the dark side of capitalism.