Buscar:the world of

Ginnels never let up. Though it has been, staggeringly, eight long years since the last irresistible jangle pop transmission under the Ginnels moniker, nothing much has changed in Mark Chester's approach when it comes to the practice of music making, even if much everything else for Chester has seen considerable flux – he's now a father of two, and most shockingly of all for an indie popster of his ilk, gainfully employed. "It definitely started the same way all Ginnels stuff starts," Chester explains, "which is just me looking through five years of phone demos and going 'that's a decent song' and 'that's a decent song', and if you keep that up then you have a full album."

The man himself might be coyly committed to making his process sound as pedestrian as possible, but from the moment the delicate chiming introduction of album opener 'The Body Was Gone' goes widescreen – revealing an expanded sonic palette richer in timbre and exponentially wider in scope than anything Chester has let out into the world thus far – it is apparent that "The Picturesque" is poised to be less than parochial in its sonic purview.

From here, "The Picturesque" plays like a gauzy road trip Super 8 footage cutting between scenes of sunset at Monument Valley and B-roll from around middle-Ireland, entirely soundtracked by some enchanted mixtape of heretofore unheard B sides from REM, XTC and The Go-Betweens, unexpected guest appearances from the surprisingly together-sounding ghost of Johnny Thunders and snippets from your coolest friends' unreleased instrumental experiments. All liberally rippled with Chester's unique ear for melody and appetite for the unexpected when it comes to crafting guitar parts. And this, by design, feels like a Guitar Record, above all else.

For all its effortlessly sticky lyrical and melodic twists, "The Picturesque" separates itself within the mighty Ginnels catalogue in both the dexterity in playing and diversity in tone on show across these 12 tracks. And 12, of course as we know, being the optimum number of tracks for any LP to have, so bonus points for that too.

Young Croatian cellists Luka Sulic and Stjepan Hauser, together known as 2CELLOS, have achieved sensational success by taking the cello to a new level. Their playing style has broken down the boundaries between different genres of music, from classical and film music to Pop and Rock. 2CELLOS have no limits when it comes to performing live and are equally as impressive when playing Bach and Vivaldi as they are when rocking out AC/DC. Their debut album is a thrilling collection of chart-topping rock and pop songs performed in their signature style.

2CELLOS rose to fame in 2011 when their version of Michael Jackson’s “Smooth Criminal” took the world by storm. The YouTube video became a massive viral sensation leading to a record deal with Sony Masterworks and an invitation to join Sir Elton John on his worldwide tour. The song charted at No. 10 on the Billboard Hot 100 Digital Songs Chart and landed the 2CELLOS’ debut album in the Top 100.

In addition to many sold out solo tours (US, Japan, Europe) and collaborations with the Red Hot Chili Peppers, Queens of the Stone Age and George Michael, the duo have also appeared on major TV shows such as The Tonight Show with Jay Leno, The Ellen DeGeneres Show, The Bachelor and many others. Together with the Chinese classical superstar pianist Lang Lang, they appeared at the CCTV New Year’s Gala for more than 1 billion viewers.

2CELLOS features the duo’s renditions of popular songs such as “Use Somebody”, “Smooth Criminal”, “Fragile”, “Hurt”, “Smells Like Teen Spirit” and more. It is released as a 10th anniversary edition of 1500 numbered copies on white coloured vinyl. It is housed in a heavyweight jacket with soft touch laminate and includes an insert.

Young Kingz II marks Krept & Konan’s first album since top-5 charting Revenge Is Sweet, a project which cemented their place in music history as UK rap royalty and saw them become the first British rap act to headline the O2 London. It also follows the duo’s equally ground-breaking 2017 release of 7 DAYS and 7 NIGHTS, which saw them become the first act ever to have two mixtapes simultaneously enter the Top 10 of the Official UK Albums chart, and their 2015 debut album The Long Way Home which debuted at no. 2 on The Official UK Albums Chart, becoming the highest charting British Rap album in UK chart history.

With Young Kingz II, Krept & Konan are set to continue their legacy and undisputed relevance in the British music scene. Returning to their independent roots, they come full circle with the follow up to their 2013 released Young Kingz mixtape which catapulted the duo into the Top 20 of The Official UK Albums Chart, earning them a Guinness World Record for the highest charting UK album by an unsigned act.

Young Kingz was pivotal in establishing Krept & Konan as trailblazers in the UK rap scene, kickstarting their reputation for repeatedly breaking records and consistently breaking ground. With a broad-ranging rollcall of featured artists, it heralded their signature approach to collaborations of enlisting fledgling artists (such as s then little-known MC, Stormzy), alongside more established ones (George The Poet, Chip, Tine Tempah and Giggs). It also saw Krept & Konan gain traction across the Atlantic with US rappers French Montana, Chinx Drugz, Lil Durk stepping up on the remix of the mixtape’s second single release, "Don’t Waste My Time", and garnered them a BET Award (Best International Act) and MOBO Award (Best Hip-Hop Act).

‘Young Kingz II’ is poised to be yet another milestone in Krept & Konan's unstoppable career. As unapologetic pioneers in UK hip-hop, they continue to push boundaries and set new benchmarks in British music.

Rare Seventies Big City Street Soul

In 1971, film producer David Gil and his business partners Robert S Sinn and Paul Frankenberg launched a film company called GSF. Over the next few years, it would be involved in a small number of productions. But, in 1971 the movie business was kind of old-hat, music was where it was at, and so GSF Records, a well-funded label, headed by Larry Newton was formed. Today Newton is largely remembered for his attempts to prevent Louis Armstrong from recording 'What A Wonderful World' but that didn’t stop him from growing ABC from a second division company to an industry leader. As he approached his 52nd birthday he was unveiled as GSF Records’ president a full-service music company, involved in records and publishing across all genres. Through a joint venture with drummer Bernard Purdie the label targeted the R&B charts and soul & funk dominated GSF's release schedule.

Black music ruled and this was reinforced by the hiring of Lloyd Price as head of A&R (veteran R&B star), and producers George Kerr (All-Platinum), Mickey Stevenson (Motown) and Jerry 'Swamp Dogg’ Williams. No wonder then, unintentional as it was, that GSF left behind such an extraordinary legacy of rare soul treasures.

NEW YORK’S BEST KEPT SOUL SECRET Features legendary Northern Soul classics courtesy of Anderson Brothers, Skull Snaps and Connie Laverne Produced by hit makers George Kerr and Motown veteran Mickey Stevenson Starring the Whatnauts and Eddie “Hey There Lonely Girl” Holman

Imaginary friends Akka & BeepBeep share the third release on their label: Floral Ancestors by Raduns. The 12” offers blooming ambient rooted in dub, lush drone and hand-picked cosmic that’s all grown deep in Detroit.

Spacious sonic arrangements vividly swell yet keep grounded within a sculptural rhythmic core. Raduns sows synth basslines and wispy pads next to harmonious guitars and muted field recordings. Grooving propulsion drives throughout. Rhythms appear, in negative space, like outlines between leaves. Recorded with machines direct to SD card, the compositions represent ephemeral blessings of experience. As if strolling into a verdant conservatory, the layered and diverse sensations blend into one cohesive revelatory experience.

On their first record, Raduns draws an ancestral line in Detroit as inspiration. A time when you could ride a streetcar from Dexter-Linwood to Belle Isle. A time before freeway expansion demolished vibrant Black neighborhoods. A time before the rebellion, motown and white flight. A time when Raduns’ great-grandparents were florists in the city, serving the community in times of celebration and times of grief. This melancholic circle shapes the project in which Raduns summons these Floral Ancestors, stretching upward from the darkness of the earth into the light of the world back down once more.

AKKA’s Side: “Grass Boulevard” exhales a luscious soundscape that develops through wave-crashing synths and circulated guitars to a transplanted acid lead. “Spread” lays out a decoration of blended sample and hold synth with kosmische styled guitar licks. Tracked as a single take in a Detroit community studio, the tune intuitively reseeds the symbiotic sprout between krautrock and Detroit techno.

BEEP’s Side: “Metrograde Bouquet” submerges you into the bulb of a handcrafted vase. Dub techno roots grow out into murky water with energy that is subtle yet profound. “Oldest of Arrangements” textures breaths of misty air cascading ventilating in on itself. The track’s time seems to stretch and disappear within a dark and deep undercurrent. A harmonic and reverberant resonance closes the record in a flowering of beauty and peace.

“You’re a flower child. Put this music out.” - Someone Important in Detroit

HTRK step into their 21st year on reflective terms, launching a series of collaborations, covers/remixes, installations, and performances alongside the new repress of their full-length debut, Marry Me Tonight. First released in 2009 via Blast First Petite, the album saw its first vinyl pressing in 2015 via Ghostly International and has since been out of stock. In late 2024, Marry Me Tonight becomes available in limited edition pink and black vinyl, also finally on streaming services. Few groups in history elevate mood to such singular, smoldering supremacy as the Australian duo of Jonnine Standish and Nigel Yang, aka HTRK (or "hate rock" if informed). Across two decades of work and wounds, HTRK’s sound has shape-shifted between densities and intensities, noise and nakedness, but never wavered in its delicate poetic gravity. In HTRK’s sound world, cavernous reverberations of dub techno are mixed with frosted post-punk motifs and the gravelly imperfections of industrial, reimagined in the setting of a dingy basement. Like all HTRK albums, Marry Me Tonight was singular in sound and circumstance. It's the only album the outfit recorded from start to finish as a trio, and it's the only HTRK record that bears the co-production stamp of Rowland S. Howard. Breathy, caustic, and rife with contradiction, Marry Me Tonight took the raw material recorded on 2005's Nostalgia and transformed it into a pop record — pop that buckled and warped beneath the glare of Howard, fellow producer Lindsay Gravina, and the HTRK trio: Jonnine Standish, Nigel Yang and Sean Stewart. Howard died at the end of 2009; Stewart died the year after. Things would never be the same. The band would carry on and reach new heights despite it all, but as a trio, this is their definitive document.

The Montreal rapper's new opus is at once deeply introspective and a wide-eyed embrace of the world. Produced by longtime collaborators Adrian X and Kevin Figs, this sonically adventurous follow-up to her two-part debut Godspeed: Baptism (Prelude), released in 2020, and Godspeed: Elevated (2021) finds her stretching her wings lyrically, vocally and musically.

Naya Ali's journey to We Did The Damn Thing took hard work, sacrifice, faith, and sweat, as represented on the album cover : “Our sweat has trickled down from our braids for generations”. The song The Heist completely embodies the cutthroat energy and hard work that fuels Naya’s music. Yet, We Did The Damn Thing shows there’s more to her artistry. From the dark, ominous More Life, Less Names, a defiant anthem about protecting your peace, to the country-inspired renegade spirit of Turning Tables, and the Afrobeats-infused warmth of Life, where she stepped out of her comfort zone by singing instead of rapping, it is clear that Naya Ali has decided to embrace her versatility as an artist. Beyond the classic, 808-heavy beats, We Did The Damn Thing is a gospel-infused album grounded in live instruments, especially the electric guitar. Naya also took on a larger role in production, leading the choirs and working on vocal production for the songs Life, Jericho and Freedom Creepin.

Drink Ring Jesus, the second album from Nashville based singer-songwriter Simmons was originally released in 2006 during a period of vast political and social change in America. Post 9/11 the age-old battle between good and evil, God versus Satan if you want to get personal, once again eased into view agitating hearts and minds. Like all songwriters with just their art to carve themselves a foothold in a world becoming less identifiable, Simmons produced an album that is both intimate and deeply inquisitive yet, like all the great folk records, its universal themes of hope, redemption, pain and despair will resonate with all who hear it.

Nearly twenty years on from its initial release Drink Ring Jesus feels as relevant now as it did then. From the opening lines of the title track Simmons is clearly caught in a time of intense personal reflection. It’s not an unusual pathway to tread for songwriters and artists alike, indeed many have fell by its wayside over the years, yet here our narrator is both looking for a way through and calling on something deeper than just instinct for guidance. We are right on the frontline, characters battling on the very precipice of sanctuary or sacrifice on the likes Time To Pay and Devil’s Work Is Never Done, before literally scavenging a ticket to Hope Station on the evocative Next Stop Redemption. There isn’t a moment where you feel Simmons is taking the easy way out or shying from titanic confrontation. Anything but. It’s in the no-mans land where these songs impact the most, at the very alchemy where despair turns to optimism or defeat.

Celebrate a decade of Going To Hell with this exclusive 10th-anniversary collector"s item. Features include material-wrapped cover with a debossed logo, a stunning 32-page spread of rare behind-the-scenes photos capturing one of the decade"s most iconic album covers, and the album in the UK and Europe-exclusive Gold and Purple Marble Vinyl. Going To Hell is the second album from New York City rock band The Pretty Reckless. It went straight into number 5 on the Billboard 200 upon release, as well as #8 on the Official UK Albums Chart, becoming the band"s first Top 10 album in the US and UK. This collector"s piece merges the visual and sonic essence of The Pretty Reckless designed for those who live and breathe rock & roll.

Whales are the largest animals the Earth has ever borne. They feed on krill. They sing. Listen to them. Listen to the whale is Kriill's second studio album. Four years of their lives. One twentieth of human life. This album is a tribute to the magical carefree spirit we humans are capable of in our daily lives, despite the perspective of imminent collapse. An elegant, creative alternative-rock album, with a singular, audacious sound, harmonized vocals and sassy guitars. A generous musical expression of vertigo in the face of the work of the Universe.

Kriill is a music group on Earth, made up of Klaar Frankenberg, Richard Pons and Eliott Sigg.
Krill are the trillions of tiny crustaceans that inhabit the world's oceans and represent the planet's largest animal biomass.

WRWTFWW Records is honored to present a one of a kind collaboration release between buzzing UK producer and DJ Pizza Hotline and Swedish electronic and synth icon Mitch Murder, delivering 3 gigantic tracks each for the Anti Gravity Tournament album, now available as a limited-edition LP housed in a heavyweight 350gsm sleeve illustrated by the legendary junkboy. It is also available in digital formats.

Inspired by the classic WipEout video game series, this high-energy boosted split-album transports listeners into the futuristic world of anti-gravity racing, a colorful turbo adventure soundtracked by 6 mega tracks of fast-paced atmospheric jungle, thunderous breaks, and liquid drum & bass. The adrenaline-fueled collection delivers maximum energy and dreamy vibes, a true paradise for fans of 90s/Y2K video games, LTJ Bukem, Peshay, Soichi Terada, and previous efforts by Mitch & Pizza.

Anti Gravity Tournament follows 2 critically-acclaimed albums by Pizza Hotline – Level Select and Polygon Island, both still available on WRWTFWW Records, as well as the limited Low Poly Breaks cassette series which sold out in a few minutes.

Mitch Murder is known as one of the originators of synthwave and has released timeless albums on Rosso Corsa Records, Mad Decent, and My Pet Flamingo (TimeSlave Recordings). He is also the man behind the Kung Fury soundtrack and has collaborated with…David Hasselhoff himself!

The astonishing exclusive artwork comes from the one and only junkboy, creative director at Mojang Studios (Minecraft) and all-around design grandmaster.

Fasten your seatbelt and join the fun.

Beaten To Death’s brutal and innovative sound is somewhat melodic, in a strange way, and that’s why their sound is often called ‘melodic grindcore’; an oxymoronic definition, some might even say a moronic definition, but still the definition that best applies to this Norwegian quintet’s music. Beaten To Death consists of members from Insense, Tsjuder, The Cumshots, Gothminister and She Said Destroy and have won fans over globally for their energetic, strangely melodic and innovative approach to grindcore. With their combination of hysterical blast beats, meaty grooves, double guitar twang attack, asshole-of-god-earthquake bass and tongue in cheek lyrical approach to the shittiness of life, Beaten To Death have dug out their very own little niche in the music world. Their new sixth album “Sunrise Over Rigor Mortis” was recorded and mixed by Tommy Hjelm, and the amazing artwork is once again by William Hay. Since their last album from 2021, all the band members have aged horribly, and this is also the theme of the album. The positive thing about getting closer to the grave, is that profound grindcore poetry comes much easier than when the member were still carefree youngster, frolicking in the Norwegian forests…

We are extremely proud to present the OFFICIAL vinyl release of "Subways Of Your Mind" by FEX, a track that captivated music enthusiasts worldwide as the "Most Mysterious Song on the Internet", or short TMS. After years of speculation, the song's origins have been confirmed, and now, for the first time ever, it will be available on a 7" single.

If you don't know what this is about - than look up on Wikipedia.

The release features the original demo version of the song recorded in 1983, faithfully restored and remastered. The single is backed with "Heart In Danger", an equally stunning track from the band, also taken from their original demo cassette. Ture Rückwardt, songwriter and singer of FEX, even considers this as his most favourite.

Don't miss this chance to own a piece of music history!

From the off, Sharon Van Etten & The Attachment Theory is sonically different from Van Etten’s previous work. Writing and recording in total collaboration with her band for the first time, Van Etten finds the freedom that comes by letting go. The result of that liberation is an exhilarating new dimension of sound and songwriting. The themes are timeless, classic Sharon – life and living, love and being loved – but the sounds are new, wholly realized and sharp as glass. Reflecting on this new artistic frame of mind, Van Etten muses, “Sometimes it's exciting, sometimes it's scary, sometimes you feel stuck. It's like every day feels a little different – just being at peace with whatever you're feeling and whoever you are and how you relate to people in that moment. If I can just keep a sense of openness while knowing that my feelings change every day, that is all I can do right now. That and try to be the best person I can be while letting other people be who they are and not taking it personally and just being. I'm not there, but I'm trying to be there every day.” Sharon Van Etten & The Attachment Theory is a quantum leap in that direction.- Lol Tolhurst ● Sharon Van Etten returns with a new, self-titled moniker and expansive new sound ● Recorded at The Church Studios in London; produced by Marta Sologni (Bjork, Bon Iver, Animal Collective, Mica Levi, Black Midi + more) ● Extensive press + radio history includes a Sunday Times Culture profile, BBC News interview, Uncut AOTM and extensive 6 Music support. ● Extensive worldwide touring planned throughout 2025. SVE has previously played BBC Proms & Brixton Academy in London.● First vinyl pressing on limited edition “Amber Galaxy” vinyl

From the off, Sharon Van Etten & The Attachment Theory is sonically different from Van Etten’s previous work. Writing and recording in total collaboration with her band for the first time, Van Etten finds the freedom that comes by letting go. The result of that liberation is an exhilarating new dimension of sound and songwriting. The themes are timeless, classic Sharon – life and living, love and being loved – but the sounds are new, wholly realized and sharp as glass. Reflecting on this new artistic frame of mind, Van Etten muses, “Sometimes it's exciting, sometimes it's scary, sometimes you feel stuck. It's like every day feels a little different – just being at peace with whatever you're feeling and whoever you are and how you relate to people in that moment. If I can just keep a sense of openness while knowing that my feelings change every day, that is all I can do right now. That and try to be the best person I can be while letting other people be who they are and not taking it personally and just being. I'm not there, but I'm trying to be there every day.” Sharon Van Etten & The Attachment Theory is a quantum leap in that direction.- Lol Tolhurst ● Sharon Van Etten returns with a new, self-titled moniker and expansive new sound ● Recorded at The Church Studios in London; produced by Marta Sologni (Bjork, Bon Iver, Animal Collective, Mica Levi, Black Midi + more) ● Extensive press + radio history includes a Sunday Times Culture profile, BBC News interview, Uncut AOTM and extensive 6 Music support. ● Extensive worldwide touring planned throughout 2025. SVE has previously played BBC Proms & Brixton Academy in London.● First vinyl pressing on limited edition “Amber Galaxy” vinyl

From the off, Sharon Van Etten & The Attachment Theory is sonically different from Van Etten’s previous work. Writing and recording in total collaboration with her band for the first time, Van Etten finds the freedom that comes by letting go. The result of that liberation is an exhilarating new dimension of sound and songwriting. The themes are timeless, classic Sharon – life and living, love and being loved – but the sounds are new, wholly realized and sharp as glass. Reflecting on this new artistic frame of mind, Van Etten muses, “Sometimes it's exciting, sometimes it's scary, sometimes you feel stuck. It's like every day feels a little different – just being at peace with whatever you're feeling and whoever you are and how you relate to people in that moment. If I can just keep a sense of openness while knowing that my feelings change every day, that is all I can do right now. That and try to be the best person I can be while letting other people be who they are and not taking it personally and just being. I'm not there, but I'm trying to be there every day.” Sharon Van Etten & The Attachment Theory is a quantum leap in that direction.- Lol Tolhurst ● Sharon Van Etten returns with a new, self-titled moniker and expansive new sound ● Recorded at The Church Studios in London; produced by Marta Sologni (Bjork, Bon Iver, Animal Collective, Mica Levi, Black Midi + more) ● Extensive press + radio history includes a Sunday Times Culture profile, BBC News interview, Uncut AOTM and extensive 6 Music support. ● Extensive worldwide touring planned throughout 2025. SVE has previously played BBC Proms & Brixton Academy in London.● First vinyl pressing on limited edition “Amber Galaxy” vinyl

Celebrate a decade of Going To Hell with this exclusive 10th-anniversary collector"s White and Purple Marble LP housed in a Gatefold Sleeve. Going To Hell is the second album from New York City rock band The Pretty Reckless. It went straight into number 5 on the Billboard 200 upon release, as well as #8 on the Official UK Albums Chart, becoming the band"s first Top 10 album in the US and UK. This collector"s piece merges the visual and sonic essence of The Pretty Reckless designed for those who live and breathe rock & roll.

Blending influences from classical, film and electronic music, Angus MacRae's extensive musical output encompasses solo albums, concert performances, and award-winning scores for theatre, film, ballet, television and contemporary dance. His has scored internationally touring dance productions, Olivier Award winning shows heard across London's West End and on Broadway, and acclaimed films screened at international festivals. Drawing on themes of memory and imagination, his immersive solo work transcends its classical roots to create transportive, elegiac compositions of unflinching emotional honesty. Spanning three albums and a number of EPs, his work has reached a global audience.

Vivarium, his third full length studio album, is an otherworldly journey through the lost worlds of childhood imagination. A blend of intimate piano, soaring strings, ethereal voices and haunting electronic textures, Vivarium evokes what the artist describes as "a series of bell jars to be traveled between." Reflecting on the album's genesis, MacRae shares: "I spent years trying to capture the emotional resonance of my childhood imagination. As a child, the world felt as magical, mysterious, and boundless as my dreams. In time, fragments of music emerged that seemed to recapture that feeling—a glimmer in the dark, an echo of the magic, fear, and mystery of those early memories. Through Vivarium, I hope to offer a portal back into those worlds."

This exclusive double vinyl release also includes Bell Jar, an evocative bonus track on Side D, featuring a collaboration with acclaimed New York clarinetist Michael Winograd. In this new composition, MacRae reimagines themes from the album, weaving in Winograd's improvised melodies to create a fresh, expressive piece that brings a touch of Klezmer soul to Vivarium's ethereal soundscape.

Back from the Grave by Grave is an essential reissue for any collector of classic death metal. Originally released in 2002, this album marks a powerful comeback for Grave, reaffirming their place as pioneers in the Swedish death metal scene. Known for their uncompromising sound, Grave delivers relentless riffs, crushing rhythms, and dark atmospheres that embody the essence of the genre. Led by founding member Ola Lindgren, the band showcases an unwavering commitment to their brutal roots while exploring new dimensions in death metal. This exclusive vinyl reissue is crafted for optimal sound quality, capturing every raw, crushing detail that has made Grave a respected name worldwide. "Back from the Grave" offers an immersive experience into themes of mortality, darkness, and resilience—a must-have for dedicated fans and new listeners alike.

Debut studio album by the Irish singer and rapper. Biig Piig is London-based songwriter Jess Smyth, who, since 2017, has made smouldering hip-hop and neo-soul jams with homespun production. Biig Piig is a genuinely unique modern era pop star. Having come of age through musical experimentation, self-exploration and collaboration she started 2023 with the release of her critically acclaimed debut mixtape ‘Bubblegum’ and continues with the release of her upcoming debut studio album, 11:11. Radiating creative might throughout her releases, Biig Piig has seamlessly woven through various genres and languages to deliver stories and songs that speak effortlessly of youth culture. Her unpredictable and excellent discography encompasses tracks with NiNE8, Meronomy, Emotional Oranges, Lava La Rue and her musical versatility, from nonchalant rap to melancholic lament and melody, has garnered attention from Billie Eilish, Bella Hadid, Lil Nas X and the late Virgil Abloh to name a few. Biig Piig has built a nascent global audience for her instantly identifiable sound via world- wide tour dates and promo across platforms such as Triple J, Studio Brussels, 3FM, DLF, Radio 4, KCRW and more. She splits her time between the US and UK having established a support network of creatives and inventive energy that keeps things feeling fresh and fluid. A standard Black, x11 trk LP Vinyl & CD. The Retail exclusive format is a Transparent/Clear LP Vinyl. Extensive promo & marketing activity.