Tuesday, June 14, 2022

GREAT AD – Deep Down Death (Subliminal Sounds, recorded 1975-1976, released 2022)

 English vocals, instrumental
International relevance: ***

Malmö trio Great Ad only managed to release two 45's during their existence, both on the Scam label famous (or infamous) for Solid Ground's exceedingly rare ”Made In Rock” LP. With the singles issued in tiny editions of 100 each, in 1975 and 1976 respectively, they too are gargantuan rarities. Both singles are featured on Subliminal Sounds' archival release ”Deep Down Death”, fleshed out with more primitive but for the most part OK sounding recordings (especially in the 'basement' category) made before the band broke up as an even more confident five-piece due to military draft.

The four singles tracks open the compilation with classic mid-70's hard rock with progressive moves. But it's the unreleased material that truly reveals Great Ad's potential and explains why they once were dubbed 'Northern Europe's most violent band'. Tough riffing and unhinged-to-the-point-of-transgressive guitar soloing, plus: surprisingly convincing vocals! The fidelity even emphasizes the band's inherent rawness that sets them apart from several other hard rock bands of the era that may have had weight but not necessarily grit. Great Ad had both, and at times they could whip up a menacing, intimidating sound that almost makes me think of Blue Cheer in their heyday. Not in style, but in power.

There are plenty of albums that should have been kept forever hostage by oblivion and not being reissued. And there are many archival tapes that should never have been excavated from whatever putrid abyss they originated from. That's certainly not the case with ”Deep Down Death”. The question here is not why this was released. The question here is why this wasn't released before. Hadn't fate had other plans for Great Ad, they could have been legends. In a way they were. It only took us almost 40 years to find out.

Full album playlist (Bandcamp)

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