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Aphex Twin premieres new EP at trade fair

By | Published on Thursday 30 June 2016

Aphex Twin

Last week the world of musical instrument buyers and sellers convened on Nashville for the annual National Association Of Music Merchants’ summer trade fair. As well as browsing the latest in musical instruments, attendees could watch the finals of the World’s Fastest Drummer competition, sit in on an extended session titled ‘The Dumbest Things Music Retailers Do’, and check out a stall promoting the new Aphex Twin EP, ‘Cheetah’.

Yeah, Aphex Twin had a stall at a trade fair, what of it? It is seemingly the latest step in a promotional campaign to mirror the actual marketing of the Cheetah MS800 synth he used to create the EP.

The producer’s own Cheetah MS800 synth was displayed on the stand, along with what is believed to be one of the last remaining original boxes, and a print out of its user manual. Now a rarity, the early 90s synth failed to find success because it was notoriously difficult to programme, explains Synthopia. Which, of course, means it was pretty much made for Richard D James.

Having already published an advert mimicking the original trade press ad for the MS800, a stall at a trade fair was the next obvious step. Take a tour of the stand here: